Abff movie awards case study

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ABFF Movie Awards Case Study

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Abff movie awards case study

  1. 1. #ABFF Movie Awards Case Study
  2. 2. Objective ● Drive traffic to abffmoviewards.com and votes for first ever ABFF Movie Awards Award show (formorally ABFF Hollywood Awards) set for 2/28/2014 ● Campaign began January 13, 2014
  3. 3. Campaign Goals ● Drive users to abffmovieawards.com to cast their vote ○ Goal: 100,000 votes ● Encourage nominee participation/engagement across social media channels ● Increase fan growth on social channels ● Drive viewers to watch the online web show
  4. 4. Campaign Tactics ● Use nominee’s star power to fuel voting and drive traffic to website ○ ABFF Branded nominee cards ● Leverage the movie award season to drive traffic to website and outreach for award show ○ Oscar live-tweeting event
  5. 5. Facebook Nominee Cards
  6. 6. Targeted Nominee Outreach on Twitter
  7. 7. Targeted Nominee Instagram Photos
  8. 8. Meme Inspired Assets to drive user voting
  9. 9. Media Outlets outreach for ABFF Movie Awards
  10. 10. Celebrity Engagement for Award Show
  11. 11. Celebrity and Media Followers
  12. 12. Leverage Award Shows to promote Awards show
  13. 13. ● Live-Tweet during Oscars Red Carpet + Live Show telecast using #ABFFOscarParty ● Leveraged relevant hashtags ○ #Oscars ○ #ABFF ● Developed branded assets of #ABFF Movie Award nominees and other black film stars Oscar Live-Tweet Results: ● Over 280+ engagements on Twitter (Retweets and Favorites) ● Over 930+ engagements on Facebook (Likes, Comments, and Shares) ● Over 750+ engagements on Instagram (Likes and Comments)
  14. 14. Oscar Live Tweet Assets
  15. 15. Oscar Live Tweet Assets
  16. 16. ABFF Movie Award Results ● Total of 213,000 Votes from 9 countries cast for the #ABFF Movie Awards ● Increased Fans across all social channels ○ Facebook Fan Page 24,052 -> 25,600 ○ Twitter Following 7,808 -> 8,466 ○ Instagram Following 918 -> 1,167

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