Category: Socila Media & Viral Marketing
Advertiser: PEUGEOT
Product/Service: CARS
Agency: TRIBU DDB PANAMA
General Creative Director: Manuel Bordé (Tribu DDB Panamá)
General Creative Director: Javier Mora (Tribu DDB)
Copywriter: Manuel Bordé (Tribu DDB Panamá)
Copywriter: Ioannis Kalormakis (Tribu DDB Panamá)
Art Direction: Diego Florez (Tribu DDB Panamá)
Art Direction: Gabriel Arosemena (Tribu DDB Panamá)
Art Direction: Andres Rivera (Tribu DDB Panamá)
Art Direction: Manuel Cortés (Tribu DDB Panamá)
General Manager: José Cárdenas (Tribu DDB Panamá)
Account Director: Argelis Barahona (Tribu DDB Panamá)
President: Vivian Fernandez de Torrijos (Tribu DDB Panamá)
Art Direction: Juan Camilo Galindo (Tribal DDB)
Digital Planner: Andres Chavarro (Darwin)
President: Jorge Oller (Tribu DDB)
Media placement: Social Media Profile - Pinterest - 1st March
Describe the brief/objective of the direct campaign.
Peugeot Panama wanted to drive traffic to its website and Facebook fan-page and strengthen its brand's social networking. Target audience needed to be drawn from new customers, but existing customers needed to be drawn as well.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Taking the Pinterest Car Showcase profile as a starting point, we created a contest: We added 5 boards, each board had a 5 piece jigsaw puzzle with 4 pieces missing. We asked people to search for the missing pieces in the website and Facebook fan-page and 'pin' them together to win prizes.
Explain why the creative execution was relevant to the product or service.
In order to find the missing pieces we made people surf Peugeot´s website for longer periods of time, and join its Facebook fan page. We connected all social media together.
Also, Pinterest is the hottest social network in 2012, but few brands have jumped in. By being one of the first trendy and well-known brands experimenting with the network in a clever and interactive way, Peugeot gained a lot of social buzz which viralised the contest.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Results after a month include a 320% increase in Peugeot´s Panama Facebook fan-page and a 182% increase in Twitter followers.
Average time spent on site went from 4.30 minutes to 24.30 minutes per person.
Also, Peugeot Panama built on the brand´s TOM worldwide. Becoming one of the first well known brands to experiment in a cool and interactive way on Pinterest, the hottest social network in 2012, the brand generated tons of media impressions and blog reviews (some of them including Mashable, Ad Age and Econsultancy), and countless tweets expressing how clever and well-executed this was.