Hotpoint Promo, Case study FAMILY PORTRAITS by We Are Social London

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FAMILY PORTRAITS

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Italy
Agency We Are Social London
Released July 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: HOTPOINT
Product/Service: BRAND PROMOTION
Agency: WE ARE SOCIAL ITALIA
Account Manager: Sara De Mattia (We Are Social Italia)
Social Media Creative: Gabriele Caeti (We Are Social Italia)
Creative Producer: Matteo Tettamanzi (We Are Social Italia)
Social Media Technologist: Pierluca Lino (We Are Social Italia)
Managing Partner: Ottavio Nava (We Are Social Italia)
Managing Partner: Gabriele Cucinella (We Are Social Italia)
Media placement: Consumer PR - Online - July 1, 2011
Media placement: Digital PR - Online - July 15, 2011
Media placement: Corporate Communications - Online - July 1, 2011
Media placement: Event - Online - Dec. 27, 2011 - Jan. 3, 2012

Summary of the Campaign
The Hotpoint brand’s founding principles stem from the belief that it’s good to be at home. Home is about you. It’s the place you chose, where you live and enjoy life with your family. Our homes are the one place where we don’t accept compromises, where all our expectations are met. Precisely for this reason, Hotpoint looked to the home for inspiration for their 2011 Marketing Plan 'Family Portraits' project.

The project’s main goal was to diffuse brand awareness and positioning by creating a bond with the customer target: homemakers and their families.

In order to do this, the Hotpoint team worked with noted photographer Steve McCurry to create a European casting call for 11 family portraits. Families from all over Europe participated, uploading their family portraits to a dedicated website. They actively engaged their communities to talk about the contest and vote for their favourite entries.

We used social media to extend Family Portraits' impact, laying the foundation for long term conversations and relationships with the target, based on Hotpoint’s functional and emotional values. Our European network helped manage the conversation in 8 languages, maximising the potential for international engagement.

The winning families took part in an exclusive New York shoot with McCurry himself. We followed their adventures and reported them for the readers back home.

The project was a resounding success. User engagement and brand awareness grew rapidly during the contest and remained high after the fact, in accordance with our original objectives.

The Situation
We identified our core target as people aged 25-50 with mid-to-high income, 70% women. Within this, we analysed 2 cross targets: moms and dads. We placed particular focus on their social media use patterns and determined the best way to involve them.

- Moms: Facilitate contact with and leverage on social networks, stimulate creativity, involve through outreach programs, give value to the informative aspect of 'social', aggregate more voices in 1 place.

- Dads: Create dedicated participation dynamics, focus on specific interests, give value to informative aspect of 'social', aggregate several voices in 1 place, use appropriate language.

The Goal
The project’s main objectives were to speed up the diffusion of Hotpoint awareness, and to strengthen positioning by creating a bond with the consumer target: home makers and their families.

Through conversation and engagement developed around the Family Portraits initiative, we were also able to achieve secondary marketing and communications objectives, including:

- Listening and understanding the target in depth
- Gaining insights into the target’s desires and habits
- Developing goodwill and encouraging word of mouth about the project and the brand
- Generating brand advocacy.

The Strategy
Considering our target’s social tendencies, we turned the contest from an individual competition into a participative act. To do this, we developed different levels of activity dedicated to 2 groups of influencers.

The first group compromised potential influencers. Our goal was that they understand and participate in the activity, involve their friends, and establish a relationship with Hotpoint.

Next, we targeted mass influencers, to have them actively contribute to the project and encourage their communities’ involvement.

Our platform combined web-based elements with PR and media activation. We used the project’s huge conversation potential to further goals of customer engagement. We found that developing dialogue with customers was the most effective way to drive attention, engagement and participation.

To strengthen ties, we contacted 60 'mommybloggers' and 30 photobloggers, choosing them for their reach and affinity for the project. We counted on them to involve their communities in the initiative.

Execution
We asked European families to represent themselves photographically. The focus wasn’t their technique or artistry, but rather how they conveyed their concept of family. They uploaded submissions to a dedicated website, where users voted for their favourites. We used social media to create multilingual conversation, tailored to targets, locations and contest stage.

To drum up WOM, we used a personalized storytelling dynamic to approach 60 European 'mommybloggers'. For instance, a blogger who had written about her daughter winning a painting competition received a paint set.

The jury, composed of 30 photobloggers, received a customised box containing a set of old-fashioned slides explaining how we found and chose their blogs. Steve McCurry joined them to judge the finalists.

The winners flew to New York for exclusive shoots with McCurry, in locations personally selected to encapsulate each family’s unique perspective. We followed them and broadcast photos and videos of their experiences.

Documented Results
Family Portraits was a resoundingly successful initiative.

We reached more than 61,000 fans on the Hotpoint Facebook Page, the best result in the white goods competitive scenario. Page engagement was sustained at a high level with 512,000 unique active users, 1,071,250 post views and 4,050 post feedbacks throughout the initiative. Users throughout Europe uploaded over 8,300 pictures.

The contest also sparked conversation on different topics related to Hotpoint. People recognise the brand's Facebook Page as an official channel. They continue to interact with it frequently about products, customer care and other communication actions set in motion by the brand.

The bloggers involved sustained our project by enthusiastically promoting the initiative. They wrote dedicated posts, published pictures of the 'unboxing' moments and invited people to join the contest and find out more about Hotpoint. Through their excitement and involvement, we created community ties that will be sustained to this day.