To raise interest we offered two people the chance to win a trip to Australia after watching a clip of a colourful Mick Dundee-esque character wreaking havoc in London. The team incorporated a cross-platform approach, including the creation of a main video and out-take footage; 27 supporting clips and bloopers; memes and gifs. In addition to a bespoke landing page, the home page incorporated a new banner promoting the video and related competition.
The publicity campaign started a week before Australia Day, with mobile content, gifs and photos seeded via Reddit, Buzzfeed, YouTube, Facebook and Twitter. Engagement on John Mason’s own Facebook and Twitter feeds increased as posting and sharing of video content ramped up before the video launch, competition and experiential element on Australia Day itself.
The campaign has now won a Hermes Creative platinum award in Consumer Engagement, and an ‘Honourable Mention’ in the YouTube Video category. The integrated campaign generated 20,000 views across social media within 24 hours of launch on Australia Day.
In the first four days of the video campaign, there were 22,000 views on Facebook; 6,900 views on YouTube – where 80% of viewers watched more than 80% of the main video – and over 2,500 impressions on Twitter. Facebook engagement was up 5,436%, likes were up 975% and views up 714%, while tweet impressions were up 420%.
- We have been delighted with the response to our video across our social media platforms.We have already seen a significant rise in awareness and response to the camapign and video content you made !Simon Hood, Sales and Marketing Director, John Mason International