BuzzFeed Motorola Social Brand Lift Case Study
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BuzzFeed Motorola Social Brand Lift Case Study

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Those exposed to Motorola’s BuzzFeed content through social sharing responded even more favorably, and were over 3x as likely to associate the Motorola Droid Razr MAXX HD with an exceptionally long......

Those exposed to Motorola’s BuzzFeed content through social sharing responded even more favorably, and were over 3x as likely to associate the Motorola Droid Razr MAXX HD with an exceptionally long battery life.

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  • 1. BuzzFeed Case Study Motorola
  • 2. Motorola 120,000 90,000 60,000 30,000 0 seed views social views 10 Places You Need To Visit Once In Your Life Approach Motorola and BuzzFeed created ten pieces of original content centered around the empowering benefits of a long battery life. Topics ranged from the longest lasting celebrity marriages, to GIFs you could stare at forever, to amazing places you should visit and capture using the extended battery life of the Droid RAZR MAXX HD. Background Motorola Mobility, owned by Google, specializes in designing technology and devices that connect seamlessly so consumers have the best content at their fingertips every second of every day. Objectives In partnering with BuzzFeed, Motorola focused the program on its most cutting edge mobile device yet - the Droid RAZR MAXX HD. Primary objectives included: increasing awareness of the product, highlighting its incredible 32-hour long battery life, and developing a powerful brand voice in the social space. Motorola’s custom social posts had a click-through-rate from the BuzzFeed homepage story unit of 6.13%, which is 3x the benchmark. 2.4x Social Lift
  • 3. Motorola Results Motorola’s custom social posts were extremely successful, drawing over 1.3 million engagements in total, and a click-through-rate from the BuzzFeed homepage story unit of 6.13% - 3x the benchmark. “Powerful” Reaction In addition to content, Motorola sponsored a custom “Powerful” reaction, drawing attention to the powerful features, durability, and battery life of the Droid RAZR MAXX HD. Readers were highly responsive to the badge, branding 28 pieces of positive, uplifting content as “Powerful.” A custom badge with ridealong Motorola branding appeared at the top of each of these posts, resulting in over 1.5 million impressions. Content was aggregated into a custom “Powerful” feed, and a branded “Powerful” badge appeared in the BuzzFeed header for a day, gaining over 6.5 million additional impressions.
  • 4. Motorola Start breaking through the clutter with measurable, branded content: sales@buzzfeed.com www.buzzfeed.com/advertise Key Takeaways Motorola exceeded its brand objectives, gaining widespread exposure for the Droid Razr MAXX HD and measurably increasing its association with an extended battery life. Throughout the program, it also developed a brand voice and personality for the social web, focusing on the exciting opportunities that having a phone with a long battery life offers. Overview To measure the impact of Motorola’s brand objectives, Motorola and BuzzFeed conducted a Nielsen Online Brand Effect study. The study aggregated results based on whether a viewer had no exposure to the content, viewed the content as a result of paid media, or received the content through social sharing. Overall, consumers exposed to Motorola’s BuzzFeed content are 2x as likely to associate the Motorola Droid Razr MAXX HD with an exceptionally long battery life. Those exposed to Motorola’s BuzzFeed content through social sharing responded even more favorably, and were over 3x as likely to associate the Motorola Droid Razr MAXX HD with an exceptionally long battery life. This resonated with BuzzFeed’s audience of SuperSharersTM , who responded with brand affinity, social sharing, and a positive viewpoint on advertising in the comments section. In the words of one delighted reader, “all ads should be this good.”