HOW LOVE BUILT A SOCIAL MEDIA MEGABRAND by Edelman Singapore for Blackberry

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HOW LOVE BUILT A SOCIAL MEDIA MEGABRAND

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Singapore
Agency Edelman Singapore
Released March 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: RESEARCH IN MOTION, ASIA PACIFIC
Product/Service: BLACKBERRY SMARTPHONES AND PLAYBOOK
Agency: EDELMAN
Senior Digital Marketing Manager: Gerald Ang (Research In Motion)
Senior Digital Marketing Manager: Vikas Dadoo (Research In Motion)
Digital Marketing Manager: Jason Chua (Research In Motion)
Digital Marketing Manager: Sue-Anne Chng (Research In Motion)
Regional Director Digital Asia Pacific: John Kerr (Edelman)
Senior Account Manager: Varun Gambhir (Edelman)
Digital Strategist: Matt Collette (Edelman)
Senior Client Executive: Yanni Yoong (Edelman)
Client Executive: Wi Nie Lee (Edelman)
Client Executive: Farhana Sidek (Edelman)
Client Executive: Cheryl Goh (Edelman)
Media placement: Facebook Ads - Facebook - 1 March 2011

Insights, Strategy & the Idea
The BlackBerry brand has battled ingrained perceptions that it is purely a business device. We set our sights on consumer brand-building across Asia – but knew it needed to be innovative with media engagement and creative in standing out.

Given competitors were focused on traditional above-the-line, could social media become a strategic channel to engage and sell to consumers? Given 88% of people research which smart phone to buy online, before stepping into a store; the answer seemed a clear ‘YES!’

Our primary business objectives for social media were:
i. Drive sales by putting valuable product and application content in the hands of consumers, at the right time, on the right social platforms;
ii. Grow brand loyalty by increasing and enhancing brand interaction with customers post purchase and ensuring BlackBerry was top of mind in renewal/upgrade;
iii. Prove the value of digital marketing by creating a robust measurement framework

Creative Execution
The strategy was to build large, engaged online communities and driving a bias for action, around the question - How can we get people to show their love for what they do with their smart phones and for BlackBerry?

A trans media calendar co-ordinated always-on communications across online channels, including; 17 RIM communities, top 80 influencers, 3rd party communities, BlackBerry websites and other portals - across 13 countries. Crowdsource ideas helped to drive the calendar.

Stand-out content included;
• BlackBerry Live & Rockin - The world’s first totally socialised concert. Attended by 15,000 fans and promoted solely through social media, it led to a 37% increase in sales. It included Asia’s first custom FourSquare badge, driving over 31,000 check-ins - a world record!
• BBM Heroes – 14 crowdsourced videos, documenting interesting BlackBerry Messenger (BBM) users across the region, showcasing how BBM helps them do more of what they love

Results and Effectiveness
• Organically grew social communities from 1 million to 4.5 million in 12 months – only 20% via paid media;
• Generated over $80 million in earned media value, with content seen over 850 million times;
• Nearly 5 million 'likes' and comments on Facebook, and over 500,000 clicks from social assets to RIM conversion sites. This included 8% of the highest quality traffic to BlackBerry.com regional websites – which lead to the purchase of smart phones;
• Our research shows RIM social communities and influencer programs have helped increase overall positive online buzz and sentiment