Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: C1000
Product/Service: TOYS
Agency: Y&R NOT JUST FILM
Agency: NOISE
Creative Director: Sheldon Bont (Y & R Amsterdam)
Creative Director: Lionell Schuring (Y & R Amsterdam)
Art Director: Theo Korf (Y & R Amsterdam)
Art Director: Sheldon Bont (Y & R Amsterdam)
Copywriter: Lionell Schuring (Y & R Amsterdam)
Head Of Strategy: Bas Velthuis (Y & R Amsterdam)
Client Service Director: Monique Nijenhof (Y & R Amsterdam)
Account Director: Leonie van der Mark (Y & R Amsterdam)
: (Noise)
: (KSM)
: (Talpa Media/8ball Music)
Marketing Director: Bas Verheijen (C1000)
Head Of Theme Management And Communication: Matthijs Moeken (C1000)
Theme Manager: Willemijn Sneep (C1000)
Media placement: Promoted Video Online - Youtube - 1 August 2011
Media placement: TVC Kids - Zapp, Nickelodeon And Disney XD - 24 August 2011
Media placement: TVC Regular - Nederland 1,2 & 3, RTL 4,5,6,7 & *, SBS6, Net5 And Veronica - 4 September 2011
Media placement: Instore - C1000 Stores - 4 September 2011
Media placement: Performances The Breakz - C1000 Store, Radio (Q-Music) Kids Top 20 (Clip On TV) - 4 September 2011
Describe the objective of the promotion.
Create a craze around the Groovy GoGos before the start of the collection promotion, activate children, encourage them to collect GoGos, and so increase customer loyalty. This has to result in turnover growth that tops the success of the first GoGos promotion.
Describe how the promotion developed from concept to implementation.
With music as the basis we created a band. Utilising GoGo characters, we secretly assembled The Breakz. This band of 6 life-size GoGos made a hit track, played real gigs and launched a video. Boosting awareness of the band and the video we enlisted the top 3 Dutch YouTube cover artists to make their own versions of ‘Let’s Go!’.
‘Let’s Go!’ received plenty of requested radio play, and the video went viral. Once the toys were released, we activated the fans’ participation by providing a stop-motion app. The app allowed children to make their own music videos with GoGos.
Explain why the method of promotion was most relevant to the product or service.
We created fans for The Breakz, and so generated a craze around the Groovy GoGos even before they were available in the shops. This led to a real run on GoGos right from the start of the promotion.
There are a total of 60 different Groovy GoGos. One Groovy GoGo is given away with every €10 spent. The collection promotion increases customer loyalty. There is also a sticker album, a collector’s bag and Special Editions. These stimulate the collecting craze and lead to extra sales.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The video achieved 1.5m YouTube views in 3 weeks, and entered the Kids Top 20 before the start of the promotion.
94% of the kids like collecting GoGos.
73% of visitors took part in the promotion.
A total of 27m Groovy GoGos were given away.
This resulted in an average turnover growth of 2,100,000 per week.