Category: Best Use of Social Media Marketing
Advertiser: BBDO BELGIUM
Product/Service: NEW YEAR'S CARD
Agency: BBDO BELGIUM
: Team Proximity (Proximity BBDO)
: Team VVL BBDO (VVL BBDO)
Media placement: Email - 2000 Emails To Our Contacts - 22/12/2011
Media placement: Social Media - Use Of Twitter To Spread The Idea And To Create Content At The Same Time - 22/12/2011
Media placement: Website - Website To Show The Tweeshes-Syntheziser Working - 22/12/2011
Media placement: Facebook - Use Of Facebook To Spread The Idea - 22/12/2011
Insights, Strategy & the Idea
The main goal was the send our Christmas and New Year wishes to our contacts in an original and interactive way. Although this was a Twitter campaign, it had to reach as well our contacts without a Twitter account. Our contacts received an email stimulating them to visit the website to see/hear the end result: the Tweeshes-synthesiser, based on tweets from around the world.
Extra, it was the goal to generate input, to stimulate the amount of 'Tweeshes'. Preferably from around the world to increase the effect.
Our target group were our contacts in the first place and worldwide Twitter-users in the second place.
Creative Execution
The first part was internal, referring to our classic contacts who would receive a normal paper version of our greeting card. We preferred an incrementing strategy, leading to larger experience: 1/ see and enjoy the end result created by others, 2/ take a look at the sent 'Tweeshes' and discover the network of people participating actively, 3/ become part of that same network by actively creating content and promoting 'Tweeshes' at the same time.
To create more content (Tweeshes), we tried to suck in the group of outsiders (non-contacts) by showing them the interactive experience and dynamic end-result of a group.
Results and Effectiveness
Towards our contacts the campaign was perceived very well, but especially towards the external group it was very successful. Although the microsite was BBDO branded, '#tweeshes' was picked by Twitter-users from around the world sending their friends their wishes by using our hashtag.
In total the website was visited 7175 times by 6358 visitors.
Most of the visits were viral, coming from Twitter- and Facebook shares: 62,58%
Average visitors time was 2:34min.