Client: Cuervo (working with their integrated advertising agency, Albion)
Service provided: Moderation & Engagement in Brazilian Portuguese
The challenge:
- To create and post engaging content in real time (Sao Paulo local time) in the build up to, during and directly after a number of popup gigs performed by OK Go.
- To reactively engage with user posts across Facebook, Twitter, Orkut.
- To moderate Facebook, Youtube, and a bespoke CMS for the #shotcast campaign (a music video by OK Go where the picture was made up of tiny pixels, each of which was the profile avatar of Twitter / Facebook users who have mentioned the campaign online – when you hover over each pixel, information about the user pops out).
The approach:
Videos and concepts created by the Albion team in Brazil were sent by email or smartphone to the Brazilian Portuguese-speaking Tempero engagers in the UK, who developed the messaging and posted to the various platforms.
A Google email group was established in which Tempero management and engagers, and Albion staff in Brazil and London, were all included to ensure efficient communication.
In addition, constant dialogue between Albion staff and Tempero management via Skpye and MSN was maintained to ensure that all events occurring in Brazil were posted as close to real time as possible.
Tempero engagers had free reign to post responses to incoming content which helped to create a healthy, organic and real-time dialogue on the Cuervo page.
The result:
Growth: The Cuervo Facebook and Twitter communities grew considerably, and the peak of Facebook daily active users during the campaign was 31 times more than the peak day.
Increased engagement: peak day for comments during the campaign was 5 times more than the peak day for comments prior. The peak day for content likes during the campaign was 14 times more than the peak day for content likes prior to the campaign.
Facebook, Twitter, Youtube, Orkut, the Cuervo website and #shotcast video campaign and competitions performed well in terms of growth and activity.
The campaign gained a lot of fans across Twitter, including high profile names in entertainment and social media; the #shotcast video element of the campaign gained plenty of coverage on tech sites, blogs and forums.
Key lessons learned:
1. It sounds obvious, but time, planning and inter-agency communication are absolutely key to successful multi-platform campaigns across different territories., with open communication channels throughout being pivotal.
2. Know your audience; having two Sao-Paulo- born and bred engagement staff on the team meant that we could really connect with the Brazilian audience. Their understanding of the subtle differences in dialogue and rhetoric, and specific pop-culture references discussed by Brazilian fans on the page ensured that the audience could relate and engage with the page very effectively.
