Brief:Create a digitally lead campaign targeting 18-24YO’s to drivehome the message that V is the catalyst for unexpected andmemorable social encounters
Research:According to ComScore, the 18-24 YO bracket are the heaviest internet users in Australia, spending anaverage of 25 hours per month online.Social Networking is the most popular activity in terms of time spent online, accounting for more timethan shopping, email, news, search and games combined.Facebook is the most popular social network in terms of both reach and stickyness, reaching 75% ofthe Australian internet audience and engaging them for an average of 5 hours every month.Within Facebook, the most popular feature is the newsfeed with users spending 27% of their timebrowsing through the stories.
Research:ConclusionWith only $50,000 budget, we need to create a campaign that will organically reach and engage userswhere they spend most of their time online, the Facebook Newsfeed. To achieve this, we must create acampaign that inherently produces large amounts of high-quality, shareable content that will virallyextend campaign reach far beyond the allocated Media Spend.Most importantly however, each and every single piece of content must enforce the message that Vpowers social encounters and that ‘It all starts with V’
The IdeaCreate an application that makes the user the protagonist of astory. A personalised, humorous and highly shareable story of aweekend that starts with V and ends with unexpected andmemorable social encounters.
The StoriesThe stories will be randomly generated from templates and take into account known factors thatin uence a persons sharing behaviour, such as humour, desire to entertain others, self-perception, etc.Stories will be personalised using data from Facebook’s social graph in an attempt to create humorousconnections with real-life places, relationships, tastes and eventsStories will be humorous and feature a select number of recognisable characters from the users groupof friends, meaning they’ll want to share the story with their wider friendship group.The stories will be appropriate to the age group and walk the line between ction and non- ction, promptingusers to think this could actually be possible with VThe stories will feature humorous interactions between the characters, making V a topic ofconversation when members of the story are together in real-life social situations (possibly at point ofsale).
How It WorksUsers will be drawn to the Facebook Application or Microsite through the designated media spendUsers give the story application permission to their Facebook data and are asked to tag 4 friends in thestory. 2 friends of the same sex and 2 friends of the opposite sex.The application will then return them a humorous story about a crazy weekend they will one day havewith the 4 friends. A weekend that ‘Starts with V’.The app will then notify the users 4 friends that they have been tagged in a humorous story and createa ‘edge’ on Facebook which will appear in the Newsfeed of each users friends.Finally, users will be prompted to download the iOS or Android App, which allows them to create andshare stories from their phone when with friends in real-life social situations
Example Story Black indicates content personalised through Facebook Open GraphJohn is walking down the street with Mary, having had dinner at a local restaurant. Unbeknown totheir friends, they have been dating for 2 months and had recently adopted a ferret together.They go back to John’s house and share a few V energy drinks. As is the case when drinking V, they ndthemselves energised and decide to head out for the evening.As they walk towards Avalon, they come across a house party. Feeling spontaneous, they wanderinside to scope the place out. Upon arriving at the dance oor they see their friend Fred kissing a reallycute girl in the corner. Laughing loudly, they run and jump on Fred only to discover the cute girl isactually their other friend Alice.......
The ExecutionThe stories will be written by a professional comedic writer. He will be given a brief andguidelines but will be free to explore diﬀerent paths. Client will sign-oﬀ on all stories.The Social Encounters Microsite & Facebook Application will be built and the Facebook App added tothe V Facebook Page. The Mobile Applications will be built and added to the respective App stores.A promotional video will be created showcasing the Application. It will be promoted via Video AdInventory on destination websites with high reach across the target demographic.Display Advertising will be purchased on websites relevant to the target marketFacebook Ads will be used to drive users to the app. Taking advantage of their social features, targeting andreporting capabilities when directing to an App in Facebook.V’s owned media assets will also be used to raise awareness of the App amongst their community (Facebook Fans,Twitter Followers, Email Subscribers, etc).
The BudgetThe $50,000 budget for the campaign will be allocated as follows:$15,000 Development of Facebook Application, Microsite & Mobile Applications (as quoted by Launchpad6)$3,000 Production of campaign video (as quoted by Red Humpy Productions)$32,000 Media Spend
TargetsUsing Viral Reach Models, we can predict potential results and therefore set appropriate targets.Initial Users Generated by Media Spend 1000Percentage of users who will share content 50%Number of people each user will share the content with 230 (Avg. Facebook friends for age group)Conversion Rate (Users who are exposed to campaign and then use app) 2% Cycle 1 Cycle 2 Cycle 3 Cycle 4 Cycle 5 Cycle 6Starting Users 1000 3,300 8,590 20,757 48,741 113,105Potential Reach 115,000 264,500 608,350 1,399,205 3,218,172 7,401,794New Users Created (2%) 2,300 5,290 12,167 27,984 64,363 148,036Users at end of each cycle 3,300 8,590 20,757 48,741 113,105 261,140Note: This model takes into account the fact that existing users aren’t likely to continue sharing their story in each cycle. It does not take into account friend-crossover or the potential for the Facebook Edge to not be seen. This would be nearly impossible to calculate.
TargetsBased on the Viral Modelling carried out on the previous slide, we have set the following targets:7mm Potential Campaign Reach250,000 Users of the Application on Facebook and The Microsite100,000 App downloads across iOS and Android Devices
Possible Variations & ContinuationsExtend the challenge to all users to carry out their ultimate weekend. Have them take photos withtheir friends at each location and upload them to their Facebook Timeline. Use an App called TimelineMovie Maker to create a lm from their photos which users can share with their friends or submit it forthe chance to win $10,000. V can re-purpose the content across it’s various media assets to furtherpromote the brand message.Build the app in such a way that users can choose to incorporate other App users (not friends) in theirgeographic area into their story. Users would then be encouraged to meet up with these new friendsand re-create the social encounter. This could tie into the above idea and give them the chance to win$10,000 together.
This campaign presentation has been created by:Aaron BeashelDirector of Marketing @ Launchpad6aaron@launchpad6.comTo download an excel spreadsheet of the Viral Model featured in this presentation, visithttp://aaronbeashel.com/two/viral-model