Advertiser: O2 TELEFONICA UK
Agency: ZENITHOPTIMEDIA UK, CONNECTED PICTURES
Category: Social Media & Viral Marketing
Advertising campaign: O2 AND BLACKBERRY RED
Social Content Executive: Charlie Elliott (ZenithOptimedia)
Planning Director: Ed Pizey (ZenithOptimedia)
Social Content Executive: Rosanna Tillot (ZenithOptimedia)
Strategic Partnership Manager: Julia Grudniewicz (ZenithOptimedia)
Mobile And Social Content Director: Matt Davies (ZenithOptimedia)
Social Content Manager: Phil Snelgrove (ZenithOptimedia)
Planning Executive: Vikki Bates (ZenithOptimedia)
Social Content Executive: Simon Thompson (ZenithOptimedia)
Implementation
O2’s aim was to get 16-24s talking about the Blackberry Red around Halloween and drive sales. These 16-24s plan their lives through social media, so creative focused on delivering sharable content through 02 owned media – Facebook, Twitter, Instagram and O2blog. Original content, with Blackberry Red calls to action, included:• 20 inspirational Halloween photoshoots• 10 ‘get the look’ videos• ‘Going out guide’By partnering a bespoke network of style bloggers, 02 was able to accelerate engagement with its social activity. Influencers were invited to a London Dungeon launch event, and given O2’s Halloween assets to share.
Outcome
O2’s 16-24 year-old target audience fully engaged with the content, and were moved to act:• ‘Going out guide’ achieved an unprecedented 10% click through rate (higher than Michael Buble and Little Mix equivalent promotions).• ‘Get the look’ videos received 258,000 views (12% above target).• 4.7 million page impressions, including blogger activity (86% above target of 2.5 million)The Halloween campaign, which used social media content and channels exclusively, resulted in a 158% uplift in sales of O2 on Blackberry Red, compared with weeks prior to campaign. Campaign ROI was 400% (lifetime top-up value of customer and handset sales).
Execution
The Blackberry Red is a socially enabled phone for a socially connected generation. Research for O2 found that almost 50% of 18-34s check Facebook when they wake up, showing how integral social media is to their lives. Social listening and SEO analysis identified an activity spike among 16-24s around Halloween, as they search age-relevant third-party and peer-to-peer advice on where to go and what to wear.By creating original content this audience would value, and weaving Blackberry Red calls to action seamlessly into social activity, O2 was able to engage credibly with customers and exceed response and sales targets.
Client Brief Or Objective
Blackberry’s socially-enabled youth handset, the Blackberry 9320 Red, allows its 16- to 24-year-old target audience to easily connect to their favourite social channels. For an October 2012 launch date to the youth segment of its 23 million UK customer base, O2 implemented a content-based social media campaign around Halloween – an important and authentic event in the social calendar of this hard-to-reach audience.Using O2 owned-media channels, the campaign primarily targeted O2 brand loyalists aged 16-24 and the 37% of young adults that favour Blackberry. Additional influencer outreach allowed 02 to drive engagement among existing/new customers on competitor networks.