The success of social networks such as MySpace, Facebook and Bebo has caught the imagination of marketers everywhere. 

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LONDON - The success of social networks such as MySpace, Facebook and Bebo has caught the imagination of marketers everywhere. At online conferences, marketing experts regularly cite social networks as the best way for brands to tap into ready made online communities.
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Client: Pathe

Project: Adulthood

Channel: Social Media

Challenge

With an aggressive £1m box office target, we had to identify and attract a fresh 16-24 year old audience in addition to the expected traffic from people who had seen Kidulthood, the film’s 2007 prequel.

Strategy

Music has a huge influence on the target urban 16-24 year old audience. Our strategy was to leverage this passion for music and tap in to the viral nature of social media to build credibility for the film, and generate early hype among a new 16-24 audience.

The film had to feel niche, real and about them so the challenge was to talk to them on their level by infiltrating their worlds to give the film credibility.

Solution

Two months before release, we ran a MySpace music competition where people could upload their own tracks with the chance to be featured on the film’s soundtrack. This was supported by ads on specialist music titles and sites and campus targeting to university students.

We then promoted Adulthood in social media on Facebook using a Group Page, a Fan Page and Profile Page. By covering off all three areas we maximised the coverage on the site, turning Facebook in to the perfect environment to learn about the film and discuss its attributes with their communities and friends. We targeted people based on their film and music tastes using text and video ads in their news feeds. Exclusive content was also available on the Facebook pages offering fans and members the ability to view unseen footage and enter competitions only available to them, including an exclusive video commissioned by Noel Clarke inside an Adulthood liveried phone box.

Downloads were made available such as wallpapers and screensavers, and we set up the ability to text ‘Hood’ to 66667 to get the trailer sent direct to their mobile.

Performance

We smashed targets in the first weekend gaining £1,203,319 in the box office! Currently the film has grossed nearly £3.5million.

The Adulthood Fan page generated 23,426 Fans (15,000 in the week leading up to release) and
5,500 trailer downloads via the mobile activity.

In terms of Return On Investment the campaign achieved an £8 return on every £1 invested online.

Campaign Creative

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Client: Domino’s Pizza

Project: Think Outside the Box

Channel: Social Media

Challenge

Use online media to promote Domino’s commitment to the environment in an engaging way which reflects the company brand values.

Strategy

We took the idea to Domino’s that they could engage with this critical group in a highly positive way by using digital media to raise awareness of Domino’s Pizza Boxes being fully recyclable.

Solution

We created a Domino’s branded user-generated content site on YouTube and MySpace where people could download clips of how they use their box before sending it to the re-cycle bin, with the funniest entrant standing to win an Apple i-Mac. Friends were recruited on My Space and online ads showing multiple uses of the box - from a record bag to a pub drinks tray - were targeted across YouTube, Sky and MySpace around store opening times.

Performance

Over 1200 videos were entered into the site and the winning entrant was hosted for a day on the MySpace home page; securing Domino’s significant added value way beyond their original investment. The content has subsequently been used in the brand’s online activation of the Britain’s Got Talent sponsorship with a UGC campaign to show Domino’s your talent on ITV.com. Critically, sales from Domino’s traffic that came from My Space grew over 29% over the campaign period.

Campaign Creative

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Social Media has been the most recent growth phenomenon in digital, creating new platforms where consumers talk to each other and share opinion without waiting to be told how to think.

MySpace confirms that ad rates on its site will rise with the launch of its music service. But as the US prepares to feel the pinch first, the UK industry believes the strategy is flawed.
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