Gael AngoulaMarketing Manager
The way brands interact with people has dramatically changed over the past few years. As media fragments and consumption changes, it is harder than ever for brands to build engagement in traditional media channels.
Brands now need to look to build connections through creating experiences and services that are relevant and engaging to their audience, the moments that matter – and create content that audiences want to engage with on social media.
We wanted to build and develop communities, as part of a major campaign to launch the HP Spectre x360 and we used HP’s support for Australian local filmmaking to do
During March-May 2015, HP organised a contest where Australian video producers were invited to pitch their ideas. They received 250
Then, we delivered a custom YouTube platform that allows voting on the 5 videos.
The campaign is supported by major advertising initiatives on TV and YouTube. The solution needed to be able to support a significant amount of voting during multiple peaks of data loads. The system is able to face those peaks and collect data created.
People watch the 5 videos and vote for their favourite. All content is Hewlett Packard branded, responsive to mobile, tablet and desktop and meet YouTube’s brand standards.
Top video winner will be announced in a few weeks and the results will be hosted on YouTube.
The solution we implemented is the perfect opportunity for clients to use their video assets to connect to a new audience and strengthen their social media presence overall.
Strengthening ties to the YouTube community in this way takes passive viewers and turns them into active subscribers, commenters and sharers, making them positive ambassadors for the brand.
The results are:
• Massive amount of social chatter
• Significant increases in social following
• 1,000 votes in the first 3 days of launch
• Increased product sales during the campaign
• Collect qualified data to convert fans into qualified leads