iab MIXX Awards_Social Marketing Campaign_American Cancer SocietyDocument Transcript
Mixx AwardsCategory:Social marketingAny campaign featuring the use of person-to-person and community channels such as word-of-mouth,user-generated content and social networks.Entry Fee:$375 Single entry, $425 campaign entryEntry Criteria:Submissions should reflect work that was carried out predominantly by the submitting agency oradvertiser, and the role of collaborating (creative and media) agencies and key individuals should bereferenced. Your organization also must have played a substantial role in creative concept and executionand/or worked very closely with creative partner to develop and execute the media planning andbuying.Submission length i.e. word count, number of pages etc. 1200 words (see structure)Required structureSubmissions must include a written case study, which requires: 1) strategy; 2) execution and use ofmedia; and 3) demonstrated results. Each of these three components should be no more than 400words (for a maximum 1,200-word written case study.). Submissions must also include creative samples,provided via web site URLs. Judges will consider engagement, use of medium, art direction, copy writing,integration and overall campaign.Supporting Material:In addition to the written case study, a case study video is strongly recommended. Videos should beno longer than 2-3 minutes in length and capture the creative and the actual interactive experience.Usernames and passwords must be provided and the web site links must remain active until January 1,2013.Is a front cover possible?YesEntry Method: Online – you may opt to submit the written case study on a url, as a pdf or online textbox.Previous winner and why:Confirm category
OverviewIn 2011/12, American Cancer Society (ACS) launched a social video advertising campaign designed toengage people with the ACS brand. The campaign wasn’t simply about likes, shares or views, but aboutraising awareness, and driving users to the ACS website. The campaign has far surpassed expectationsand has reached hundreds of thousands of consumers, making it a great success for ACS.StrategyThe challenge was to remind people that ACS is not simply about behind-the-scenes research and labs,but is actively out there, saving lives and educating a nation.ACS launched the ‘More Birthdays’ campaign to position itself as the official sponsor of birthdays – acelebration of all the lives it has helped save and the ‘extra birthdays’ it is helping to give. The campaignsought to give ACS a tangible and personal relevance.To drive momentum for the campaign, the goal was to create an online movement by engaging peopleacross the social web and helping them learn more.The objectives were to: Encourage site visits to morebirthdays.com Acquire editorial posts Drive shares across the social web Continue to extend the “Birthdays” campaign and establish ACS as the “Official Sponsor of Birthdays” Drive increased Awareness and Advocacy of ACS among the target audience Generate brand engagement through digital measurements such as cost-per-click/interactionACS created a compelling and emotionally relevant video that reinforced its position as the ‘officialsponsor of birthdays’ – see supporting video file.ACS then engaged Unruly, the award-winning global platform for social video advertising, to manage theonline campaign,distributing and tracking the video across the social web.Unruly harnessed its unique distribution platform, MEME(Media Engagement and Measurement Engine), whichenables it to monitor, quantify and evaluate thousands ofsocial media outlets. It also identified brand advocates andselects and distributed the video to a select portfolio ofblogs, social media applications and targeted websites toensure active and engaged video views. The video was distributed across carefully targeted blogs and social media sites
This careful targeting also helped generate a large number of editorial placements (see later).To encourage further interaction and engagement, once viewers clicked through to morebirthdays.com,they were invited to send e-cards, download ringtones, and buy birthday songs or simply make a straightdonation.As a result, the campaign not only delivered a clickthrough rate above Unruly’s campaign average, buttime spent on the site increased considerably.ExecutionThe target demographic for this campaign was women aged 35-64, who engage with content incategories such as community, health, family, lifestyle, music and entertainment.The primary goal of the campaign was to get people engaging and interacting with ACS by viewing andsharing the video with family and friends via social media.Unruly’sSocial Video Player is specifically optimized for social sharing (including Twitter, Facebook andStumbleUpon annotations), making it easy for users to share the video across the social web.Using MEME’s technology, Unruly was able to track important metrics for the campaign, including views,shares, dwell time, completion rate, and many more. Unruly analyzed tweet and blog comments andmeasured video popularity by shares, not views.
2000+ shares Over 7,000 commentsThe morebirthdays.com site saw a 63% increase in unique visitors
ResultsEngagingusers of ‘More Birthdays’ The campaign delivered 830,924 plays on Unruly’s Social Video Player 601,500 completed plays 2046 shares 27.3 second average dwell timeCall to action 19,437 clickthroughs – a CTR of 2.34% Morebirthdays.com saw a 63% increase in unique visitors during the campaign with 1,009,483 users Average time on the site also surpassed 2 minutes (a 200% increase)