Category

Award

FLIP YOUR PROFILE

ClientCISCO CONSUMER PRODUCT
ProductFLIP VIDEO
EntrantDDB GROUP SINGAPORE, SINGAPORE
Type of EntryTechnique
CategoryBest Use of Social Media
TitleFLIP YOUR PROFILE
Product/ServiceFLIP VIDEO
Entrant Company:DDB GROUP SINGAPORE, SINGAPORE
PR/Advertising Agency:DDB GROUP SINGAPORE, SINGAPORE
Credits
Name Company Position
NEIL JOHNSON DDB SINGAPORE CHIEF CREATIVE OFFICER
JOJI JACOB DDB SINGAPORE EXECUTIVE CREATIVE DIRECTOR
THOMAS YANG DDB SINGAPORE CREATIVE DIRECTOR
TERRENCE TAN DDB SINGAPORE CREATIVE DIRECTOR
VINOD SAVIO DDB SINGAPORE SENIOR COPYWRITER
NARESH KUMAR DDB SINGAPORE COPYWRITER
SHAM NASSAR DDB SINGAPORE SENIOR ART DIRECTOR
SUHAIMI SAADAN DDB SINGAPORE ART DIRECTOR
JEFF CHEONG TRIBAL DDB HEAD OF TRIBAL DDB
JACKIE THEY DDB SINGAPORE HEAD OF BROADCAST
CIARAN LYONS TRIBAL DDB ASSOCIATE DIRECTOR OF TECHNOLOGY
GERALD YEO TRIBAL DDB DIGITAL ARCHITECT
ROSSLYN CHAY TRIBAL DDB DEVELOPER
VIKNESK KUMAR TRIBAL DDB DEVELOPER
NG CHEE SHENG TRIBAL DDB DEVELOPER
BOBY ERTANTO TRIBAL DDB DEVELOPER
SHAUN QUEK CISCO CONSUMER PRODUCTS MARKETING MANAGER
LIT YANG QUEK CISCO CONSUMER PRODUCTS SENIOR MARKETING MANAGER
CIARAN LYONS TRIBAL DDB ASS. DIRECTOR OF TECHNOLOGY
WEE LEE YEO TRIBAL DDB HEAD OF TECHNOLOGY

Describe the campaign/entry:

The objective of the campaign was to increase brand awareness in markets outside the US. The campaign was targeted at new customers who had not heard of or bought Flip Video Cameras. The common factor across all the markets Flip Video was trying to penetrate was the high penetration of Facebook in those markets. So instead of creating a traditional campaign, the idea was to create a social campaign. The strategy was to let people experience for themselves the benefits of the camera and evangelize the brand on our behalf. Flip Video cameras gave the world a new way to shoot and share and in exchange received millions of free media impressions. • 700,000 users flipped their profile. • Profile videos viewed over 5 million times per day • An average of 50 profile videos being uploaded every minute • Thousands of brands, bands, artistes, filmmakers and businesses flipped their page. • Total reach across users and pages exceeds 21 million • Featured in over 500,000 blogs • Estimated media coverage is valued over $20 million

Describe the brief from the client:

The objective was to give people a talking point. This would make the campaign go viral in the social world and get people to evangelize the brand on our behalf. The campaign was targeted at new customers who had not heard of or bought Flip Video Cameras. Several social media measuring tools were used to investigate the brand's presence in various markets. Trends should people enjoyed vanity apps and high tendency to share such apps with friends in their networks.

Results:

Some quantifiable measures that illustrate the impact of the campaign include: Global news coverage from Mashable to Digital Buzz and everything in between. Estimated media coverage is valued at over SG$20 million*. To date, the campaign has reached an audience of approximately 21 million through media coverage. An average of 50 profile videos being uploaded every minute. App stats: 700,000 users flipped their profile. *Value of media overage estimated by DDB. Other data tracked online through Google and Amazon.

Execution:

Stage 1 - We identified key influencers in various markets. People with strong social media clout. Stage 2 - Top influencers from various walks of life were given Flip Video cameras. They created a library of videos to be shared on their profiles. Stage 3 - Influencers shared their profile videos and their link were tagged in the launch PR kit. Top publications and bloggers were given the exclusive story to break. Video profiles - a world-first. It took six weeks of preparation.

The Situation:

Flip Video is the No.1 Shoot and share device in America. But in various markets around the world the brand lacked recognition. To increase branding, we saw an opportunity in Facebook. There was a high penetration in almost all markets the brand wanted to make it's presence felt. We knew a cool feature like video profiles would appeal to celbrities and would give them a new way to shoot and share with their fans. So the idea was to create a Social PR campaign that would appeal to these influencers and then would spread like wildfire.

The Strategy:

The strategy from the start was to increase brand awareness by getting people to evangelize the brand. In order to get their attention, we thought it would be a great idea to get celebrities, bloggers, film makers, artistes, chefs, and anyone with a high social media clout to endorse the app. Through them we could reach the masses in the quickest and most effective way. By empowering influencers to reach our audience in a new way, we empowered our target group to become brand evangelists.