Agency Problem

How to drive grassroots video submissions in an online video contest running across 9 European countries and operating in 8 languages.

AdHack Solution

Through the Digital Curation Platform we identified natural affinity groups to approach for brand activation based on the characteristics of the video contest — fans of the star, fans of the brand, dancers, actors, circus performers, video exhibitionists, choreographers.

Through the Job and Team Management System we built an expert outreach team and began to contact communities where the affinity groups collected. We tracked our performance through fast feedback loops and discovered points of leverage and traction that delivered results.

We reported on micro-conversion rates through the video submission funnel as well as brand performance across social media.

Results

The AdHack team worked on the final 3 weeks of the 6-week brand activation campaign. In those final 3 weeks we increased overall website traffic by 125%, traffic to the website contest section by 147% and video submissions by 365%.

In addition we tracked a huge increase in word of mouth participation and found 5 original fan-created parody videos inspired by the original global TV advertisement.