Mixx Awards

Category: Social marketingAny campaign featuring the use of person-to-person and community channels such as word-of-mouth, user-generated content and social networks.

Entry Fee: $375 Single entry, $425 campaign entry

Entry Criteria:Submissions should reflect work that was carried out predominantly by the submitting agency or advertiser, and the role of collaborating (creative and media) agencies and key individuals should be referenced. Your organization also must have played a substantial role in creative concept and execution and/or worked very closely with creative partner to develop and execute the media planning and buying.

Submission length i.e. word count, number of pages etc. 1200 words (see structure)

Required structure Submissions must include a written case study, which requires: 1) strategy; 2) execution and use of media; and 3) demonstrated results. Each of these three components should be no more than 400 words (for a maximum 1,200-word written case study.). Submissions must also include creative samples, provided via web site URLs. Judges will consider engagement, use of medium, art direction, copy writing, integration and overall campaign.

Supporting Material: In addition to the written case study, a case study video is strongly recommended. Videos should be no longer than 2-3 minutes in length and capture the creative and the actual interactive experience. Usernames and passwords must be provided and the web site links must remain active until January 1, 2013.

Is a front cover possible? Yes

Entry Method: Online – you may opt to submit the written case study on a url, as a pdf or online text box.

Previous winner and why:Confirm category

OverviewIn 2011/12, American Cancer Society (ACS) launched a social video advertising campaign designed to engage people with the ACS brand. The campaign wasn’t simply about likes, shares or views, but about raising awareness, and driving users to the ACS website. The campaign has far surpassed expectations and has reached hundreds of thousands of consumers, making it a great success for ACS.

StrategyThe challenge was to remind people that ACS is not simply about behind-the-scenes research and labs, but is actively out there, saving lives and educating a nation.

ACS launched the ‘More Birthdays’ campaign to position itself as the official sponsor of birthdays – a celebration of all the lives it has helped save and the ‘extra birthdays’ it is helping to give. The campaign sought to give ACS a tangible and personal relevance.

To drive momentum for the campaign, the goal was to create an online movement by engaging people across the social web and helping them learn more.

The objectives were to:

Encourage site visits to morebirthdays.com

Acquire editorial posts

Drive shares across the social web

Continue to extend the “Birthdays” campaign and establish ACS as the “Official Sponsor of Birthdays”

Drive increased Awareness and Advocacy of ACS among the target audience Generate brand engagement through digital measurements such as cost-per-click/interaction

ACS created a compelling and emotionally relevant video that reinforced its position as the ‘official sponsor of birthdays’ – see supporting video file.

ACS then engaged Unruly, the award-winning global platform for social video advertising, to manage the online campaign, distributing and tracking the video across the social web.

Unruly harnessed its unique distribution platform, MEME (Media Engagement and Measurement Engine), which enables it to monitor, quantify and evaluate thousands of social media outlets. It also identified brand advocates and

selects and distributed the video to a select portfolio of blogs, social media applications and targeted websites to ensure active and engaged video views.

This careful targeting also helped generate a large number of editorial placements (see later).

Execution The target demographic for this campaign was women aged 35-64, who engage with content in categories such as community, health, family, lifestyle, music and entertainment.

The primary goal of the campaign was to get people engaging and interacting with ACS by viewing and sharing the video with family and friends via social media.

Unruly’s Social Video Player is specifically optimized for social sharing (including Twitter, Facebook and StumbleUpon annotations), making it easy for users to share the video across the social web.

Using MEME’s technology, Unruly was able to track important metrics for the campaign, including views, shares, dwell time, completion rate, and many more. Unruly analyzed tweet and blog comments and measured video popularity by shares, not views.

To encourage further interaction and engagement, once viewers clicked through to morebirthdays.com, they were invited to send e-cards, download ringtones, and buy birthday songs or simply make a straight donation.

As a result, the campaign not only delivered a clickthrough rate above Unruly’s campaign average, but time spent on the site increased considerably.

2000+ shares

Over 7,000 comments

The morebirthdays.com site saw a 63% increase in unique visitors

Results

Engaging users of ‘More Birthdays’

The campaign delivered 830,924 plays on Unruly’s Social Video Player 601,500 completed plays 2046 shares 27.3 second average dwell time

Call to action 19,437 clickthroughs – a CTR of 2.34%

Morebirthdays.com saw a 63% increase in unique visitors during the campaign with 1,009,483 users

Average time on the site also surpassed 2 minutes (a 200% increase)