| AME Awards, 2013 | ||
|---|---|---|
| Use of Medium | Social Media | AME Bronze Medallion |
Category: Socila Media & Viral Marketing
Advertiser: BEST BUY CANADA
Product/Service: ONLINE RETAIL
Agency: DDB CANADA/VANCOUVER
Creative Director: Josh Fehr (DDB Canada/Tribal Vancouver)
Copywriter: Jon Mandell (DDB Canada/Tribal Vancouver)
Art Director: Shawn McCann (DDB Canada/Tribal Vancouver)
Account Manager: Simona Forbes (DDB Canada/Vancouver)
Producer: Zerlina Chan (DDB Canada/Tribal Vancouver)
Flash: Dana Brousseau
Developer: Justin MacLeod (DDB Canada/Tribal Vancouver)
Developer: Menno van Ens
Digital Strategist: BJ Vicks (DDB Canada/Tribal Vancouver)
Digital Strategist: Dan de Sosa (DDB Canada/Tribal Vancouver)
Illustrator: Jose Ortiz
Media placement: Facebook App - Best Buy Canada Facebook Page - 2 December 2011
Describe the brief/objective of the direct campaign.
We were asked to use social media to remind Mums, the holiday season’s 'Chief Gift Buyers', that Best Buy Canada carried the top tech and entertainment products of the 2011 holiday season. Awareness and engagement were the campaign’s main objectives.
The driving insight behind this campaign was that the holidays are an inherently social time. This inspired us us to tap into existing social behaviours such as gift giving and game playing and leverage them to deliver our product messages.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We took a traditional holiday game and brought it out of the family room and onto Facebook. The Pass the Present Facebook app featured hundreds of virtual gifts, each wrapped in multiple layers of wrapping paper. Every day, players were invited to unwrap one layer for the chance to win one of Best Buy’s featured products. If they didn’t win, they could pass the present to a Facebook friend for a second chance.
App interactions were the desired outcome, and our original goal was to generate 20,000 interactions over the course of the campaign.
Explain why the creative execution was relevant to the product or service.
We knew that Facebook was the most popular social network among our target demographic, and that Mums on Facebook were most interested in receiving content related to product recommendations. These factors made the Facebook platform a perfect environment to accomplish our campaign objectives.
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.
Over the course of our 3-week campaign, Pass the Present was played more than 87,000 times, generating nearly 3m social impressions. We surpassed our initial campaign goals in the first week, and the final campaign results were 300% higher than we had initially projected.
Best Buy Canada received more than 15,000 new Facebook 'likes' over the course of the campaign. Not only did our promotion generate positive responses in the social sphere, it also established new relationships that Best Buy will be able to leverage moving forward.
Most importantly of all, women aged 35-54 represented our largest player demographic.