E4 created a campaignbased on existingFacebook user behaviour.Passive fans - high snackablecontent that allowed olderfans to fill in the gaps.90,000 comments in under 3months.Active users - preview contentbut only viewable when sharedreach extended by 133 usersper view.243,259 fans in 80 days.
£40,000 budget.Engaged with one ‘digital artist’ and tocreate a work and then madethe code accessible to all.Reached out to 200 key influencersto start the ball rolling.As a result, had 4,600 piecessubmitted to exhibition and1.75m unique visitors to the website.The exhibition saw its footfalltarget smashed by 235% and createover £500,000 of clear profit.
“Bloggers care deeply about product reputation. One third of all bloggers would boycott products based on a bad reputation, asking readers to do same.” Richard Jalinchandra, president & CEO of Technorati.
• Behavioural-led campaigns• Influencer vs. Evangelist• Truly open content• Product feedback & development• Search as a snapshot• Branded content• Social commerce• Speed• Disillusionment• Pro bloggers