MyDaily UK: Going Social with New Campaign
See it, tag it, love it. That was the simple idea behind our recent social media promotion. In order to grow our Facebook fans as fast as our UVs have been growing, we decided to put our heads together with our partnership agency, Cherry, and came up with this engaging social campaign.
We set out to create the ultimate series of beauty and fashion scenes on Facebook - full of gorgeous must-have treats from premium brands. We wanted to create a campaign that would spread virally through the use of partners and social. Through See it, Tag it, Love it, we wanted to drive an engaged digital audience that would keep coming back and would want to talk to about all the MyDaily news, offers and competitions.
The key element behind the success of the campaign was working with some great brands and partners who promoted this campaign to their audiences. We were included in partner newsletters, blog posts, website features and most importantly throughout our partner’s social media channels. Overall we reached 2,106,192 users via Facebook and 772,155 users via Twitter. Partners promoted the See it, Tag it, Love it campaign via their Facebook and Twitter accounts. All posts and Tweets linked directly back to the MyDaily UK Facebook page. We attribute these high levels of social media activity from partners to our success!
As expected, we also promoted this campaign heavily through our own channels; house banners across the AOL network, promotion via the homepage, and advertorials for key strategic partners. We also dedicated a MyDaily campaign hub page featuring partner content and campaign news.
At the end of the campaign we delivered 6 themed scenes (Jet Set, Red Carpet Treatment, Luxury Living, Ultimate AW Collection, Pamper & Indulge and Dream Date Night) featuring 21 partners. We reached over 3.6 million women in 6 weeks through partner brand activity and social media. Most importantly, we generated 12,000 new fans for the MyDaily Facebook page bringing the total number of fans to 15,047.
The campaign also resulted in 9,630 new data opt-ins for MyDaily and from our 21 partners, we have generated over £580,000 worth of value. Finally, we increased our fans by 582% and we are still averaging an increase in referral rates of 80%.
Overall we found that the “See it, Tag it, Love it” concept was simple and engaging and high profile brands and audiences were willing to engage with this exciting and easy to understand campaign.
A number of partners were very high profile and delivered great results in terms of reach, brand awareness and positive brand association with MyDaily – heavily utilising their already engaged audiences.
Keywords: aol uk, mydaily
