Campaign Case Study

Together with a client of ours, a campaign was recently launched where members of the public vote for one lucky couple to win a sponsored event worth RM100,000. The contest involved 4 phases of public voting, blogging, video streaming, picture galleries and mini contests, culminating in the selection of the winning couple and an event of their dreams.

Integricity was privileged to be part of the experience, and was involved throughout the entire campaign – from logo conceptualization to suggestions on contest mechanics to execution and marketing of the website. Working closely with the client, Integricity developed a solid online marketing strategy which involved creating a social network presence on Facebook and video on YouTube.

Facebook was the platform of choice, as it allowed Integricity to fully leverage its viral marketing capabilities. It was also the fastest growing online community, even though Friendster was the most popular social network in Malaysia at the time (Facebook has since usurped Friendster from the top spot).

Their Facebook Fan Page enabled the client to garner online support, and Integricity worked hand-in-hand to manage and grow the community. Audience engagement was an important element of the Fan Page – member-brand/member-member interactions helped to build affinity towards the brand and fans could spread the word easily, notifying their friends on latest contest updates by channeling traffic to the Fan Page. The couples’ blogs were also integrated with the Fan Page via RSS, allowing updates from contestants to reach the fan base almost instantly.

Facebook’s audience targeting feature was also highly valuable, and enabled Integricity to cater campaign ads to its target audience – 21-35 year old Malaysian and Singaporean women who were in a relationship or were engaged (Users who did not meet the criteria were not shown the ad). This allowed the message to reach its target audience quickly in a cost-effective manner. The ads were also combined with the Fan Page (a feature Facebook calls “social ads”) which produced higher resonance and trust with the crowd.

The results of the strategy were highly successful

•    Over 3 million ad impressions (0.11% CTR) •    More than 500 contest entries •    Over 1 million total votes (122356 votes for the winning couple) •    More than 1,000 fans on Facebook •    Over 20,000 video views on YouTube •    Over 850,000 page views (23564 unique visitors)

Final statistics of the campaign. Note that the fans are extremely targeted ones.

Within the first few hours of launching the targeted ad, there were already about 5,000 ad impression views, with a hundred or so click-thrus.

This campaign was a groundbreaking endeavour that was rewarded with high user engagement and stronger brand affinity. What was even more remarkable was that the campaign was produced on a limited budget (media buy was limited to a 2 week print campaign in The Sun newspaper). Much of the contest activity was Web-driven – a strategy that paid handsomely for our client.

* The client for this campaign has requested to remain anonymous.