© 2009-2014, AGAIN Interactive – Proprietary + Confidential
Submission For
SOCIAL MEDIA AWARDS
April 18, 2014
1D + OD #TOG...
© 2009-2014, AGAIN Interactive – Proprietary + Confidential
To support Office Depot's 2013 Back-to-School effort, AGAIN pa...
© 2009-2014, AGAIN Interactive – Proprietary + Confidential
Tasked with leveraging the massive popularity of One Direction...
© 2009-2014, AGAIN Interactive – Proprietary + Confidential
The team created a social activation that
capitalized on fans’...
© 2009-2014, AGAIN Interactive – Proprietary + Confidential
The team also created a socially-fueled
campaign hub on Office...
© 2009-2014, AGAIN Interactive – Proprietary + Confidential 6
…AND FANDOM
The online destination quickly became a hugely p...
© 2009-2014, AGAIN Interactive – Proprietary + Confidential
During the course of the campaign, Office Depot saw an increas...
© 2009-2014, AGAIN Interactive – Proprietary + Confidential
A powerful technology application that easily
integrates into ...
© 2009-2014, AGAIN Interactive – Proprietary + Confidential
START AGAIN.
Upcoming SlideShare
Loading in …5
×

AGAIN SoMe Award Submission April 2014

142 views

Published on

AGAIN Interactive - SoMe Award Submission 2014

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
142
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

AGAIN SoMe Award Submission April 2014

  1. 1. © 2009-2014, AGAIN Interactive – Proprietary + Confidential Submission For SOCIAL MEDIA AWARDS April 18, 2014 1D + OD #TOGETHER featuring Good Influence Technology
  2. 2. © 2009-2014, AGAIN Interactive – Proprietary + Confidential To support Office Depot's 2013 Back-to-School effort, AGAIN partnered with Office Depot to launch a rich social experience that served as the primary online destination for OD's "#Together Against Bullying" collaboration with the band One Direction (1D). Office Depot would sell exclusive, limited-edition 1D merchandise and would donate a portion of the proceeds to fund an educational anti-bullying campaign in schools across the country. 2 #TOGETHER CAMPAIGN
  3. 3. © 2009-2014, AGAIN Interactive – Proprietary + Confidential Tasked with leveraging the massive popularity of One Direction to support Office Depot’s relevance and brand appeal to a younger audience, the team created a fully integrated social experience designed to drive maximal awareness of the campaign among One Direction fans, encourage sharing of content and overall engagement at scale, and of course, drive product sales. 3 THE CHALLENGE
  4. 4. © 2009-2014, AGAIN Interactive – Proprietary + Confidential The team created a social activation that capitalized on fans’ enthusiasm, transforming them into campaign advocates. Using our proprietary Good Influence technology, we challenged 1D fans to share campaign content and drive site visits in exchange for a chance to win special merchandise. Each fan who registered was challenged to to prove they were one of 1D’s 50 biggest fans by driving the most clicks to the campaign website from a custom link generated by the Good Influence application. The technology provided a user home page for each participant to track their results and facilitate their social posting of campaign content. 4 USING GOOD INFLUENCE TO GENERATE AWARENESS
  5. 5. © 2009-2014, AGAIN Interactive – Proprietary + Confidential The team also created a socially-fueled campaign hub on OfficeDepot.com which incentivized purchase behavior by providing unique opportunities to create and showcase content. The page was sectioned into 4 pieces: • Products • An application to facilitate users’ creation of custom social profile artwork • A promotional panel for the Good Influence contest • A social “hub” featuring user-generated content featuring the #together hashtag Visitors were also able to click through to a gallery containing exclusive One Direction GIFs and video content. 5 … AND SALES
  6. 6. © 2009-2014, AGAIN Interactive – Proprietary + Confidential 6 …AND FANDOM The online destination quickly became a hugely popular destination for the massive One Direction fan base.
  7. 7. © 2009-2014, AGAIN Interactive – Proprietary + Confidential During the course of the campaign, Office Depot saw an increase in engagement on social channels of more than 10x over historical averages, as well as growth of social fan bases as high as 35% across it’s various social channels. Other remarkable campaign metrics include: • 46,000+ registrations for the Good Influence contest (with associated CRM data for those of age that could be used for future marketing purposes) • 10.9+ milllion visits driven to the campaign landing page on OfficeDepot.com, • On one day alone (August 5th), OD saw 51,000 site visits from Twitter, which represented, 4x the total site referrals from Twitter in previous full-year (2012), and 2.5x the total in the year-to-date previously. • The #Together campaign hashtag was used more than 325,000 times, by more than 159,000 unique users contributing to the 491+ million campaign impressions that were driven across social/digital channels 7 …AND RESULTS
  8. 8. © 2009-2014, AGAIN Interactive – Proprietary + Confidential A powerful technology application that easily integrates into any website and helps organizations of all sizes use the influence of existing customers to drive awareness and trail among potential customers. By simply installing Good Influence’s JavaScript snippet on any website, customers are engaged and motivated to share on social media. Then, the platform measures the sequential impact of those shares in real- time, in terms of incremental awareness, engagement, and revenue. 8 ABOUT
  9. 9. © 2009-2014, AGAIN Interactive – Proprietary + Confidential START AGAIN.

×