Best Campaigns of 2011

Heineken Salute
Background
Heineken wanted to promote the brand globally over the festive season, with activity focused on YouTube and Facebook
Challenge
Build intrigue and buzz around the Heineken brand on LDA compliant sites
Generate 3 million views on YouTube
Drive Facebook Likes of the Heineken page across 11 key territories
Results
75+ editorial posts, including coverage in trade press
4 million+ YouTube views to date and reached #1 on Viral Video Chart
Facebook Likes on the Heineken page increased by 91,680 during the 6 week campaign
Strategy
Undertake native-language outreach to Heineken fans and entertainment destinations across key territories
Partner with YouTube power users to generate buzz and increase visibility
Integrate Facebook like button within video player to drive likes of page

Being Henry
Background
Throughout May, Range Rover were running a competition to celebrate the release of the Evoque
The campaign aimed to drive data form submissions and clicks through to country-specific Evoque sites
Challenge
Deliver 1,363,637 views of the video
Drive submissions of the data form
Encourage viewers to watch the video through to completion
Deliver clicks through to the Evoque site for each country
Results
1,439,799 views of the video were delivered
42,858 data forms were submitted through the Unruly player
935,294 people – 65% of all viewers – watched the video in its entirety
CTR above the Unruly average at 6.45% (average 1.97%), with more than 90k people clicking through to local-language Evoque sites
Strategy
The video was distributed to targeted blogs and sites across all territories
Analysis of key metrics allowed for optimisation of data submission, video completion and clicks through to the country specific Evoque site

ActionAid: Get Lippy
Background
ActionAid’s Get Lippy campaign featured celebrities letting rip on the importance of women’s rights to mark the 100th anniversary of Women’s Day
Unruly were tasked to drive Awareness by driving views within highly targeted female lifestyle environments within 8 days
Challenge
Drive Awareness of Get Lippy Campaign
Encourage viewers to share the video on their social media profiles
Deliver 33,333 UK views within the female lifestyle environment within 8 days on a tight budget
Drive traffic to the campaign website
Results
21 individual site placements
Editorial features on ProActivePR and UK Fundraising
Campaign delivered in full within the 8 day target with a 10% over delivery in volume
CTR of 3.06%
Share rate of 2.68%
Strategy
Hyper-targeted seeding with a strong Call to Action
Deploy the Unruly Player across female lifestyle destinations to generate Awareness with sharing functionality enabled
Encourage editorial posts as added value

adidas Stella McCartney
Background
adidas teamed up with Stella McCartney to design a one-off line of sportswear centred around the 2012 British Olympic Team
Challenge
Launch the new brand association through Sports and Fashion websites
Drive awareness of the individual sportswear products
Increase web traffic to E-commerce site
Results
148 placements secured in under 3 weeks across Sports and Fashion websites
17.43% volume over delivery across campaign
22,913 Click-throughs to adidas Stella McCartney brand website
4.81% Hotspot Interaction Rate (5,406 Clicks on HotSpots)
16.24% Conversion rate resulting in 878 Buy Now Clicks
2.65 Minutes average unit dwell time
Strategy
Use x2 social video players to deliver 825,000 views in 2 weeks
Conduct bespoke outreach to sports and fashion sites to secure deep integrations
Design and build custom ECLIPSE unit with bespoke Hotspot technology
Encourage click-throughs to multiple e-commerce destinations to drive Attention and Action
Increase reporting functionality to enable individual product performance metrics

Bad Teacher
Background
Bad Teacher, a new theatrical release from Columbia Pictures, centres around a foul-mouthed junior high teacher who, after being dumped by her sugar daddy, begins to woo a colleague.
The client wished to release a high impact teaser to whet the appetites of movie-goers
Challenge
Deliver 50,000 plays in 48 hours
Secure age-appropriate placements for NSFW content
Encourage high levels of engagement with the video content
Results
The campaign completed within the target 48 hoursand over-delivered by 11% against booked volume
The content was marked NSFW and delivered in age-appropriate environments
On average, users watched over 2 minutes of video with a phenomenal 80% of views completing in full
Strategy
Deliver placements in age-appropriate environments
Optimise the campaign for maximum dwell time

Poppy King
Background
Boots No.7 and Lipstick Queen, Poppy King collaborated to produce a new range of 7 lipsticks and lip-glosses
The two brands wanted to introduce this collaboration to the market and encourage customers to engage with the new product range
Results
All 7 shades were showcased in a bespoke ECLIPSE unit that achieved a huge CTR of 21.14%
28 blog posts in total secured on beauty and fashion websites. Posts included a review of the product, links to website and introductory video from Poppy King. Lots of comments around the posts helped to build buzz and positive brand sentiment
Over-delivery on Engagement volume target by 42%
Challenge
Build buzz around the product launch
Drive maximum customer engagement with the new brand
Secure a minimum of 25 editorial posts on key websites and blogs
Strategy
Use Unruly ECLIPSE player to encourage engagement with the brand assets
Start customer conversations about all the new products by targeting leading sites/blogs in the sector
Optimise the delivery to drive clicks

LucozadeLite
Background
Deliver a global launch of the new LucozadeLite Video and generate buzz around the new product launch
Challenge
Deliver 100,000 views in two weeks
Deliver views globally but skew towards UK
Target Music and Urban audiences
Drive Sharing and Conversation
Results
56% Over-delivery of views within the target 2 weeks
2.05% Share Rate (x5 times market average)
46% Views delivered in key UK and US markets
18 Editorials on hyper-targeted music sites and skating communities
Received 14 YoutubeHonours including homepage feature on Youtube Entertainment Page 1
Strategy
Targeted bespoke outreach to music and skating sites and secure Editorial integrations
Facilitate sharing through functionality built into the social video player to encourage organic uplift of the content

Nintendo Dragon Quest VI
Background
Nintendo released Dragon Quest VI for DS, a remake of the legendary role playing console title from 1995
Challenge
Reach anime enthusiasts and RPG lovers while ensuring a high CTR to a “pre-order now” landing page
Build an impactful ECLIPSE unit to drive interaction while preserving the retro feel in order to connect with those that knew and loved the original console game
Deliver a complimentary delivery strategy across concurrent ECLIPSE and Unruly Player campaigns
Results
Over-delivery on both campaign elements
Unruly Player: Delivered 84,000 views
7,000 over-delivery
ECLIPSE: Delivered 17,000 engagements
2,000 over-delivery
Achieved huge 10,04% CTR in the ECLIPSE and 3,62% in the Social Video
Delivered placements in uber-relevant environments such as Anime-Planet, Destructoid and Game Slave
Strategy
Unruly identified core gaming and anime communities to keep relevant and drive maximum interaction rates
ECLIPSE unit
http://bit.ly/unrulydragon

Alfa Romeo
Background
Alfa Romeo wanted to promote the launch of Giulietta, using video seeding to gain additional exposure for the brand.
Challenge
Building a high impact interactive unit for Alfa Romeo – delivering cut-through and response in the crowded automotive space.
Unresolved licensing issues prevented access to audio files for the campaign.
Results
31% over-delivery on target views
5% click rate within ECLIPSE
Video interaction rates 4x Unruly average
2% CTR for brochure requests
38 highly targeted placements.
65% Video completion rate
Strategy
Designing a bespoke expandable ECLIPSE unit for Giulietta - showcasing the ground-breaking design and technical superiority of the car.
Brochure request, test drive and dealer locator buttons were prominently displayed on the unit to increase response rates.
Seeding activity was optimised to reach affluent car buyers, petrol-heads and high net-worth individuals.

Google Science Fair
Background
During the three months of Google’s international Science Fair competition, the client wanted to drive awareness and submissions across hyper-targeted environments
Challenge
Deliver 982,218 views of the video
Secure 150 editorial posts about the fair
Conduct outreach to 1,500 schools
Drive 111,347 Twitter exposures
Obtain 10,000 Stumbles
Results
1,211,952 views of the video were delivered
197 editorials secured throughout the campaign
Science departments of 2,000 schools were contacted
The campaign saw 149,232 Twitter exposures
76,916 people Stumbled to the video, which was a 669% over delivery
Strategy
The video was distributed to targeted blogs and sites across all territories
1,820 sites were approached with an editorial opportunity
250 schools were contacted in each area
Bloggers were encouraged to tweet about the video and share it on social hubs
A StumbleUpon campaign was run targeting users interested in science

Best Campaigns of 2011

by Unruly

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