Campaign type
Social Media Outreach
Countries targeted
UK
Challenge
The Bing campaign utilised a diverse marketing strategy on and off line using traditional and social media. To ensure that the best skill sets were utilised a number of agencies collaborated on the project. Bing hired agency:2 for our social media specialism, JWT created the concept and content and Three Monkeys managed the PR activity. Each of us were able to bring our on specialist skills to the Bing project and ensure the success of the campaign in all areas.
Targeting young adults who are passionate about technology and who are active social connectors, the campaign featured six videos starring Brian Badonde – a character from Channel 4’s comedy Facejacker.
Our social media strategy
Our social seeding and engagement campaign was comprised of three core elements:
- YouTube Channel. We created and moderated a dedicated ‘Art of Technology’ channel, featuring the official Brian Badonde web-based series for the promotion of Bing.
- Facebook Seeding. We engaged with key target groups on Facebook, shared content, engaged in conversations and drove traffic to the ‘Art of Technology’ YouTube channel.
- Blogger & Twitter Outreach. Using our Brandvocacy network we worked with prominent bloggers and Twitter users to seed content and generate video views; this also encouraged the target audience to contribute to the ‘Art of Technology’ YouTube channel.
Results
The campaign proved to be a huge success. Through our social media seeding activity we were able to make the videos truly ‘viral’, facilitate conversations & attract a new audience for Bing.
ROI
The campaign achieved exceptional results:
- Video views: Target audience viewer figures reached over 300,000.
- Channel subscribers: Doubled each week within the first month.
- YouTube Search: Search optimisation ensured videos were found on page one for the target set of key terms.
