Building brand love by helping our social communities express theirs
Background:
In South Africa, extravagant Valentine's Day celebrations often flood social media, but not everyone can afford to make such grand gestures. Vodacom tapped into this insight to help its social media community express their love in a meaningful and affordable way - while building our own brand love on a budget.
Idea:
We created the #VodacomLoveNotes, a social media driven campaign that turned our community’s Valentines messages into one-of-a-kind love songs, written, performed, and filmed by influencer and musician, Touchline Truth.
We created the #VodacomLoveNotes, a social media driven campaign that turned our community’s Valentines messages into one-of-a-kind love songs, written, performed, and filmed by influencer and musician, Touchline Truth.
Execution:
We asked our fans on social media to tell us why they loved their partners. From all the entries that flooded our social media page, we chose three messages that really touched our hearts. These messages were turned into our #VodacomLoveNotes love songs. Winners were tagged and they could share these once-in-a-lifetime Valentine’s gifts on social media with their partners, to show them and the world, just how much they loved them.
We asked our fans on social media to tell us why they loved their partners. From all the entries that flooded our social media page, we chose three messages that really touched our hearts. These messages were turned into our #VodacomLoveNotes love songs. Winners were tagged and they could share these once-in-a-lifetime Valentine’s gifts on social media with their partners, to show them and the world, just how much they loved them.
Results
The campaign generated a 525% increase on year-on-year net sentiment for the month of February. Overall positive sentiment on User Generated Content increased by 76,9%. The campaign engagement rate, with a focus on organic content, increased by 275%. And our brand love increased by 10,8%. Now that’s the kind of love worth noting.
Case Study
Invitation
Caption:
Lovebirds, stop stealing from Shakespeare's sonnets to express your love. Let @Touchline_Punchline's turn your #Valentines message into a freestyle. ❤️🥰
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Thank You.
Appreciate below.
