eightytwenty/interactive

apps for Ireland/
social app designed for a UGC promotion

business_case/

We developed a campaign for Nokia that offered the participants the chance to get their own OVI app developed through a UGC mechanism, in order to increase the awareness of OVI products.

objectives/

The key business objective was to help Nokia maintain their market share. In terms of marketing objectives, we increased the youth brand preference through relevant brand association for the youth audience. The tactical objectives required us to increase both the awareness and the no of downloads of OVI apps.

approach/

We created a UGC promotion that had Facebook at the core of the participation. The promotion implied 3 ways of determining of the winners: instant win for voters, votes based and a jury for the creators. The mechanic facilitated to keep the momentum up through the entire duration of the competition.

result/

This campaign drove a high volume of participants and delivered a CPA that was 17% less than the global Facebook average. Also, the promotion itself doubled the Nokia Ireland Facebook fans and created exposure to approx. 76K users. An added benefit was the reusability of the promotional mechanic for future campaigns.