Overview
The aim of the campaign was to reach consumers worldwide with an interactive e-card which would ultimately result in Stella planting one million trees in the rainforest of South America.
Digitalis’ brief was to develop a seeding and social media strategy to drive consumers from around the world to www.stellaartois.com and encourage them to send the eCard.
Activity
Utilising Stella Artois existing social media outlets: We managed both the Twitter and Facebook profiles for Stella, which was key to kick starting the campaign and reach out.
With Twitter we cultivated the Stella profile by identifying and inviting new followers relating to tech, augmented reality, environmental and beer.
Digitalis contacted those that tweeted about: Stella, augmented reality, environment, trees, Winter Wonderland, Christmas, greeting cards to draw attention about the eCard and why they should pass it on. Daily tweets about the progress of the campaign, relevant events including Winter Wonderland.
We identified with over 100 groups in Facebook that were relevant to Stella Send a Card, Save A Tree campaign. We then engaged with those groups and invited them to give us their opinion of the eCard and to pass it on.
We further incentivised the campaign by offering anyone who sent the eCard to 35 of their friends the chance of winning a chalice glass.
Results
Digitalis helped to achieve Stella’s target of one million eCards sent.
Throughout the period of the campaign Digitalis engaged the Stella Artois messages to over 522 forums and social networks across the UK, USA and Canada.
The top 10 referring sites included 5 of Digitalis’ seeded sites: Kontraband, Magicfreebiesuk, Facebook.com, Money Saving Expert and Freebie list.
We increased Facebook membership by 6,004 fans and Twitter followers almost doubled in the period of the campaign.
The chalice glass promotion created a swell of interest in the last three days of the campaign.
Overview
Malaria No More UK became the official recipient charity of “I’m A Celebrity Get Me Out of Here…”. A percentage of revenue from all calls went to the charity throughout the period of the show.
Digitalis’ brief was to implement a social media strategy as part of the marketing campaign to create awareness of the association and increase traffic to the site.
Activity
Digitalis went about defining the key messages to target the different audience segments.
Working with MNM UK Comms team we created optimised, search-friendly press releases for distribution & syndication online.
We utilised social media tools and alerts in order to identify where these users existed, and throughout the campaign continued to analyse conversations and stories on “I’m A Celeb” and malaria-related issues.
Facebook and Twitter were key in engaging with celebrity profiles from the show as well as MNM UK ambassadors including Andy Murray and David Beckham.
We also made one-to-one contact with group administrators encouraging them to spread the word of MNM UK and their involvement with “I’m a Celeb…”
Results
We posted and engaged with users on over 150 blogs, forums and social networks, reaching a potential audience in excess of 13 million.
The combined PR and seeding effort resulted in a 250% uplift in traffic to www.malarianomore.org.uk month-on-month.
Direct traffic was also up by c.200%, fuelled by increased awareness of the MNM UK website and people typing the URL directly into their browsers.
Client Testimonial
‘We at Malaria No More UK, were introduced to Digitalis by a mutual contact as we were keen to expand our social media reach and activity. The team were professional, approachable, flexible and delivered more than they had quoted for!
Our collaboration was a very positive experience and I would highly recommend them.’
Arabella Gilchrist – Director of Communications, Malaria No More UK
Overview:
The ‘Intel Sponsors of Tomorrow’ campaign conveyed the message that gigantic advances of the digital age have been made possible by silicon – the key ingredient in microprocessors – and the vast majority of this silicon has come from Intel.
Digitalis’ brief was to drive views, clicks, engagement and buzz to several digital elements produced to illustrate Intel’s depth of thinking, across six territories including UK, Spain, Germany, France, Russia and Egypt.
Activation:
We began to reach out through blogs, sites and social networks to engage users and drive clicks/views of the campaign assets.
Tech Wiki and Cannonbells required Digitalis to work to identify and nurture relationships with key bloggers and influencers. These ‘influencers’ were vital to kick start the buzz and awareness amongst the technology community.
With the viral videos ‘See the Future’ and ‘Cannonbells’; YouTube was vital in reaching a wider audience. Digitalis utilised creative tagging, comments and video responses to drive awareness and thus views.
Results:
Overall, the campaign generated over 400,000 global interactions with the Intel SoT campaign elements.
However, the stand out success of the campaign was the ‘Cannonbells’ viral which generated over 275,000 global views in a matter of weeks and gained coverage on some of the most respected and influential blogs including ‘The Huffington Post’ and ‘Gizmodo’.
Engagement with the video was also achieved, with YouTube generating over 200 comments, 723 favourites and 385 rates with an average rating of 4.5. The video viral also generated over 700 ‘Tweets’!
Digitalis’ brief was to drive views, clicks, engagement and buzz to all these campaign assets across six territories including UK, Spain, Germany, France, Russia and Egypt.
Client Testimonial:
‘Digitalis’ seeding methods and reporting proved to be very rigorous, creative and successful. The promised results were not only met, the properties outperformed in all 4 markets.
It was a very pleasant surprise to see Cannonbells appear on the first page of YouTube thanks to the natural traffic it generated. ROI was good. Recommend it highly.’
Social Media Manager – Intel Europe
Tel: +44 (0) 20 3103 9300 
Email: info@digitalismedia.co.uk
Digitalis Media Ltd, Ground Floor, 76-80 Southwark Street, London SE1 0PN, UK
© Digitalis 2010
