3. Goals
Creation of user-friendly site design
Development of digital activation concept in social network #1
VKontakte.ru.
Engage core audience into activation with the help of the right
insight
Fill Ukraine with football Happiness!
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6. IDEA “GOOOOAL”
The moment of goal scoring - the peak moment of
emotions and happiness in a football match
The cry “GOOOOAL!” – is the most vivid symbol of
those emotions
We are organizing the
loooooongest celebration of GOOOOAL
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8. Execution
The application could be installed from the group access or directly by a
banner link
In application one can build the chains and invite friends
Once the user participates in a chain building the celebration message is
posted to his wall
Get to know about the longest chain is possible only by joining it
Users can upload their images of letter «О». They all go through the
moderation and are added to the image list
At the end of each week the weekly winners are chosen
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9. Mechanics
For the chain to start user should choose “Г” и “Л” letters
Initiator of the chain invites friends to join and they support it by choosing letter “O”
from the pre-uploaded images. The task is to construct the longest chain of football
happiness
Determine the winners weekly (the prize:T-shirts & stickers) and at the end of
activation (11 smartphones)
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15. Step 5: Match countdown and online rating
The atmosphere of a real match was resembled: the clock showed the time
left and the rating table was formed
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16. Total participation dynamics (4 weeks period)
5000 10/10-07/11
4500
4000
3500
3000
Installed application 12 676 users
2500
Users
2000 Created chain 11 310 users
1500 Chain
1000
500 No of people in
0
10/10- 17/10- 24/10- 30/10-
the longest chain 617 users
17/10 24/10 30/10 07/11
Participation rate: ~ 90%
Longest
Users Chains chain The users were extremely proactive during all
week 1 2900 2019 172 4 weeks building up to 2000 chains per week
with around 200 participants in chains
week 2 2729 2293 213
regularly
week 3 2705 2499 322
week 4 4341 4539 617
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17. People’s will to victory
Besides the standard calls to action and requests to join particular chain in
Vkontakte group the users were ready to go the extreme length for victory
and some cases were genuinely surprising.
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18. Unique case: Grandma for football happiness
The user registered in Vkontakte the account of his grandmother and she
cheered and posted for the grandson. The content of the page is quite
interesting as it combines the older generation view and proactive
support for the victory of her grandson.
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19. Application Summary
The application showed a steady growth for the whole 4 weeks and
attracted overall 12 676 participants.
Each week around 3000 new users joined and started building the long
chains, some of which equaled 400-500 people.
Week 4 and especially the last 24 hours became a record track: 4539
chains were created; the longest chain consisted of 617 people.
The activity reach is estimated to be x3 times installations (~40 000 users)
as the participants vigorously promoted the chains on various forums and
friends’ walls.
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21. Choosing the new naming: Coca-Cola_ua
Before the application “GOAL” activity started the necessary group updates
took place:
Naming contest: people brainstormed about the future group name and
provided fruitful ideas. The winner prize was a monthly supply of
Coca-Cola. Winning name: http://vkontakte.ru/coca-cola_ua
Creation of a short & memorable URL: http://vkontakte.ru/coca-cola_ua
Development of a new welcome tab design & new menu content
Delivery of announcement posts and PR notes about the upcoming
football activation
23. “GOAL” application team building
Every day new posts with joining requests to a particular chain appeared.
The record of comments reached 80 hits per day. The interesting fact is that
the discussion and competition led to several chains merging and the teams
showed a real team spirit later on.
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24. VKontakte.ru group dynamics
High group dynamics in spite of
none of mandatory group
authorization requests. Everybody
could join the chain in the
application
30% growth in just 4 weeks
80 hits per day and more than
50 posts per day from unique
users
Record breaking group ~19 000
page views in one day (never
occurred since the group creation)
4849
users
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26. Vkontakte group page views
20000
18 809
Views 1 week
18000 Views 2 week
Views 3 week
16000
Views 4 week
14000
12000
10000
8000
6000
4000
2000
0
y
ay
y
ay
y
ay
ay
da
da
da
sd
id
d
sd
es
on
un
ur
Fr
ur
ne
at
Tu
M
S
Th
ed
S
W
The third week of the application gave the first record number: 18 809 page views, which is
the highest number ever occurring in page history.
This is explained by the approaching of the last week of the contest as most participants did
their best to create the chains before the competition would get even more intense.
Saturdays and Sundays in 3 out 4 weeks were visibly less hot than the previous 5 days, with
the exception of the second week. The explanation is that users got more experienced and
easily created a lot of chains.
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27. Vkontakte group unique users
7 614
8000
Unique users 1
week
7000 Unique users 2
week
Unique users 3
6000 week
5000
4000
3000
2000
1000
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
The third week of application also gave the second record: on one single day 7 614 unique
visitors came to a group. The splash started from Tuesday (the contest starts every Monday and
goes for 7 days) and went up to Friday. Then the traditional downfall was noticed before the
weekends.
Such a record interest from users is explained by their desire to win and the agitation of all their
friends to vote for the chains, also by the external interest in an application driven by the context
ads and pre-rolls.
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29. Before the update
-Big banner on the top with ongoing activities news
-Four blocks in down line with video and contact information
-No Vkontakte group referral button
-No separate promo activities/campaign blocks
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30. After the update
- The new background was created based on a “splashing happiness” concept. Cool youth
themes were used such as graffiti style and football symbols.
-Three information blocks were introduced in down line, with separate focus both on national
promo and “GOAL” contest
-All four social networks were incorporated and direct online updates could be viewed
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31. Social networks’ widgets overview
Twitter YouTube Facebook
By clicking on the icon the real time chat’s updates are received and cross
posting is enabled
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32. Website user behavior trend
The main characteristics of time quality spent on the site:
Rejection/Bounced rates dropped over 12% (comparing to May)
Returning Visits grew up to 10% (comparing to May)
Along with the new design not only the rejection and returning visits changed in a
positive way, but the time spent on site also improved up to 2:30 min
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34. • 12 676 users installed application
• 11 310 chains created
• 617 participants in the longest chain
•~ 40 000 people were reached during the activation (the invitation to
praticipant could be sent to anybody outside the network)
• 7% decrease in site rejection rate after redesign
• 4% growth in returning visits after redesign which is 6% higher the half year
result
• 30% Vkontakte group growth just due to the “GOAL” activation
Currently “GOAL” application is the most successful on the
Ukrainian market of branded applications
Both in terms of participants’ number and optimized cost per unique user. *
* Comparison: Beermix (2010) , Djuice (2011)
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