1. Grow the Facebook account and harvest emails for the newsletter
2. Promote new Pinterest Canada with repins of the 2013 collection
3. Target women, ages 28-58 in Canada into jeans and slim-fit fashion

Because some of the demographic was women over 45, whose social media skills can be quite basic, we kept things simple and focused on the viral aspect of the Pinterest repin functionality requiring you to: Repin, share this pin, tweet this pin. We also included a level of social ambassador rewards. Anyone who recruited a Facebook friend, earned 3 extra entries. The contest was promoted in the following ways:

• Via our private contest networks of forums, blogs, sites, social media pages
• Targeted Facebook ads by very specific keywords like #Fitness #Denim
• Via Twitter with a direct -tweet this- button
• Through Facebook invite friend form
• Targeted promoted posts of the mobile and Facebook app link

The results were really great. We had over 700 pins (goal was 500) over 1,500 new fans (goal was 1,000) and just over 600 unique emails with user info-postal code (goal was 500).

Why try a Pinterest contest?

-It’s the first contest to simultaneously promote your Pinterest, Facebook, newsletter and Twitter at the same time
-It drives serious traffic to your website if you have configured your Pinterest to be a traffic driver
-People share visual content the most (pictures and video) over text or links

We created 2 language targeted applications adapted to the Quebec market and english Canada. The promises we received were amazing and definite proof that the campaign was clear.

Sweepstake contest features:

1. LIKE to enter gate
2. Short registration form
3. The ability to SHARE to wall or INVITE friends with bonus entries
4. Pre-written Promise texts that hundreds of women shared

Campaign results:

• Total of  20,995  raw entries
• 15,000+ new likes (fans) with numbers still on the rise
• 92% of those who registered also invited their friends
• 85% of those who registered also shared on their wall
• Some registrants shared so much that they subsequently registered over 100 friends
• The biggest traffic driver of the contest was word of mouth 1 friend brought on average 14 more
• Facebook engagement went up by 200% and continues to stay engaged
• “Talking about this” reached over 6,000 people at it’s peak  
• Fan likes in regards to admin posts went up by 200% and still to this day remains high
• Fan comments in regards to admin posts went up by 300% and remains high
• 112+(women still purchasing daily until Nov 1, 2012)

Mandate: In early 2011, The Fast Romantics came to us to discuss buzz-creation marketing. Although they had a decent local buzz, their online presence was lacking and they needed a hand to get some viral buzz happening. Their goal, and our Mandate, was to create an online buzz which would help them to:

1. Pack their Toronto shows;
2. Recruit new fans to their social media vehicles (Twitter & Facebook);
3. Setup their community profiles with tracking to monitor the progress of the web hype.

Execution: For this project we teamed up with Antonello Di Domenico, one of our strategic marketing partners, and created a six-week strategy that would provide the biggest bang for their buck. Since Facebook was the band’s main vehicle, we created an engaging “Like” and “Reveal” tab to reward fans for providing their information and sharing content. This is how it worked:

1. Fans see a mysterious ad on Facebook which matches their musical interests.
2. Fans are directed to a “Like” and “Reveal” tab where they are encouraged to “Like” the page to get stuff.
3. Fans provide their e-mail in exchange for one song and an entry to one of their shows.
4. Fans are then asked to share this promotion with other potential fans/friends.
5. Participating fans become part of their Facebook and mailing list, a valuable database combo.

Results: We gathered over 500 emails, packed in hundreds of indie kids on three separate nights, and generated an increase in the number of Facebook & Twitter fans by more than 25%. Perhaps the results are best summed up by a direct quote from the signer Matthew Angus:

“That makes three packed Toronto shows, and we were just asked to play MTV live in a week. Holy shmokes! Some good things happening…”

Their team produced a very impressive Facebook timeline design under our direction and we used as much viral kicks as we could while keeping the concept and user navigational experience effective and simple.

Sweepstake contest features:

1. LIKE to enter gate
2. Small registration form with postal code, gender and newsletter acceptance (we grabbed names from Facebook connect so they did not have to write them in)
3. The ability to SHARE to wall or INVITE friend on Facebook directly giving them 3 bonus entries per Facebook friend who registered after them

Campaign results:

• Total of  29,745 raw entries
• 8,543 new likes (fans)
• 89% of those who registered also invited their friends
• 56% of those who registered also shared on their wall
• Some registrants shared so much that they subsequently registered over 100 friends
• The biggest traffic driver of the contest was word of mouth 1 friend brought 6 more
• Facebook engagement went up by 300% and continues to stay engaged
• “Talking about this” reached 2,992 and has doubled permanently
• Fan likes in regards to admin posts went up by 200% and remains high
• Fan comments in regards to admin posts went up by 400% and remains high