Fa Promo, Case study 80,000 NEW DUTCH DOUTZENS! by Hyves Studio, MEC Amsterdam

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Industry Deodorants
Media Promo & PR, Case study
Market Netherlands
Agency Hyves Studio
Agency MEC Amsterdam
Released April 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: HENKEL
Date of First Appearance: Apr 19 2010
Entrant Company: MEC , Amsterdam, THE NETHERLANDS
Entry URL: http://www.faglamour.hyves.nl
Digital Director: Bart Lakeman (MEC)
Online Media Manager, Benelux: Daan Simonis (Henkel)
Senior Brand Manager Body, Oral & Skin Care: Alida Toering (Henkel)
Brand Manager, Bodycare: Maaike Greven (Henkel)
Manager, Concepts Hyves: Rens Bosma (Hyves Studio)
Owner: Daan Giele (Egotribe)
Media placement: Online - Microsite (Tell-A-Friend, Status Notification) - Hyves - 19 April 2010
Media placement: Online - (Paid) Fixed 1 Day Buttons (3x) - Hyves - 30 April 2010
Media placement: Online - (Paid) Fixed Textlinks (1 Week) - Hyves - 19 April 2010
Media placement: Online - (Paid) Personalized Leaderboards - Hyves - 19 April 2010
Media placement: Online - (Earned) Profile Pimps - Hyves - Campaign Start (19-04)
Media placement: Online - (Earned) Status-Updates - Hyves - Campaign Start (19-04)

Insights, Strategy & the Idea
Today, it’s all about glamour. For girls, glamour is all about fashion – and a glamorous lifestyle is influenced by our top models.

Henkel’s FA wanted to strengthen the position of its Glamour range within the girls’ deodorant market, without, crucially, creating a negative effect on current FA GLAMOUR users (young women).

Our idea was to bring the world of the catwalk model to girls.

We created an engaging and interactive activation campaign on the largest Dutch social media network Hyves and made 80,000 Dutch girls feel like Dutch top model, Doutzen Kroes.

Creative Execution
Via precisely targeted and personalized banners, we directed girls to the Hyves FA promotion page for the contest.

Participation was easy: upload your personal glamour picture and then – very importantly – recruit as much votes as possible.

By ‘pimping’ their personal Hyves page with the FA GLAMOUR layout or status, girls could promote themselves within their network of friends.

Our grand FA/GLAMOUR jury then chose the winner out of the 20 most popular girls with the winner taking home all trappings of a real model.

Easy sharing was part of the registration process (linked in to your social network) or by voting and blogging on via the brand page.

To maximize campaign visibility, we integrated “branded-pimps” in the campaign flow, facilitating the girls to showcase themselves on their profiles and get votes right away. These pimps multiplied campaign reach for free.

Results and Effectiveness
Uploading pictures is nothing new – but we still succeeded in deeply engaging our target audience through effective, creative and efficient media usage.

Participants FA GLAMOUR Girl Contest: 79,487 (10.5 times our objective!).

Viral factor** of 78 (the benchmark is 2).

Number of votes: 11,000,000.

Winner’s total votes: 119,854.

Enormous positive buzz: 7,000,000 status updates.