AKQA Promo, Case study 5 STAR FILM

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Industry Business equipment & services, Advertising & Communication
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: AKQA
Chief Creative Officer: Rei Inamoto (AKQA)
Associate Creative Director: Akira Takahashi (AKQA)
Associate Creative Director: Dan Ligon (AKQA)
Editor: Mike Murray (AKQA)
Art Director: Jimmy Soat (AKQA)
Senior Designer: Kyle Yugawa (AKQA)
Editor: Rian Devos (AKQA)
Executive Producer: Nancy Cardillo (AKQA)
Producer: Andrea Bustabade (AKQA)
Music & Sound Design: Richard Devine (AKQA)
Director Of Photography: Steve Condiatti (AKQA)
Media placement: Online - Facebook - 9/1/2009

Summary of the Campaign
In 2009 AKQA had its most successful year to date. Not only were we honored with the Agency of the Year title four times from four different publications but we also won the Grand Prix at Cannes, all in the same year. We decided to do what every agency had done at one time or another – we made a film about ourselves called “Five Stars.” But it needed a bigger impact than just debuting it at an all agency meeting. We wanted to make our self-promotion matter to others in the age of social media. So our solution was to give people a gift through Facebook. After posting “Five Stars” on our Facebook fan page, people could then comment and “like” the video. The people who “liked” the video were thanked personally for their feedback and shipped a limited edition Five Star t-shirt featured in the film. It seemed as if people liked the gift because a drove of comments rife with compliments made there way to Facebook, Twitter and many blogs. We turned our self-promotion into social promotion and made an impact that this age or any age had never seen before.

The Goal
Our goal was to make our self-promotion matter to the online social community. We wished to have an impact where people not only recognized our achievements but also were treated to a social media experience that displayed our forward thinking. The same thinking that earned us the accolade in the first place. We learned that on Facebook, users spend more than 70% of their time on the News Feed page. Whilst there, one of the most popular features is the “Like” feature. Based on these facts, we thought of ways to leverage their existing behavior for our campaign.

As a result of this campaign, we saw: - Immediate increase in traffice to our Facebook page - 12% increase in the number of fans for AKQA - The most number of “thumbs-up’s” for our work on our Facebook page. - All custom-made jerseys were given out. Our self-promotion became social promotion.

When Facebook users “Liked” the video we replied within a few hours personally thanking them for their kind feedback and sent them a limited edition Nike Sportswear/AKQA Five Stars t-shirt featured in the film.

The Situation
In 2009 AKQA had its most successful year to date. We were the world’s first agency recognized as Agency of the Year four times from four different publications and to win the prestigious Cannes Lion Grand Prix, all in the same year. This amazing achievement is something we felt the world should know. But we needed to inform the world in a way that no other agency had done before. For years agencies have made reels of their work and achievements, but none have attempted to make it impactful or relevant to others.

The Strategy
Agencies love talking about themselves. We’re no exception. But instead of making another video patting ourselves on the back, we decided to be the exception. Our plan was to create our self-promotional video, but take things a step further into the age of social media by giving people a gift for “liking” and commenting on our video while on Facebook.