JD Sports campaign turns 900,000 visitors into 180,000 sign-ups
Campaign: not a new concept but delivered results
I remember not quite when it used to be all fields around here, but when there weren’t many teenagers on Facebook. Now it seems that if you’re going to pitch any kind of marketing/advertising/PR campaign aimed at teenagers and you don’t have a Facebook strategy … well, it would be like not having a MySpace element to a campaign in 2006. Yes. THAT BAD.
So teenagers are “hanging out” on Facebook, no revelation there. But I was surprised that a recent campaign for the JD Sports-owned fashion label called Bank managed to get 180,000 people to hand over their data in only three weeks.
The campaign was created by an agency I’ve not heard of before – Fudge. The concept is as old as, well at least the 1980s, when I remember it being used: a chance to become the face of Bank and model the Autumn/Winter 2010 range.
It used Facebook Open Graph – only two clicks to connect with a site and then sending info that they’d signed up or voted for someone into the user’s Facebook profile, which meant that their friends (on average 150 people) also saw it.
I think teenagers these days are somewhat more confident than we were: 40,000 entered the competition. And the 180,000 signing up came from 900,000 unique users – I’d think that’s a conversion rate the client would be happy with, especially given that JD Sports didn’t even promote the campaign in-store.
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[...] This post was mentioned on Twitter by BrandRepublic, Marketing Magazine , Jordan Stone, Charlotte Thompson, Phil Jeffs and others. Phil Jeffs said: RT @madebyfudge: RT @BrandRepublic: JD Sport turns 900,000 visitors into 180,000 sign-ups with Facebook campaign http://fwd4.me/UIO [...]
[...] Sports campaign turns 900,000 visitors into 180,000 sign-ups A recent campaign for the JD Sports-owned fashion label Bank managed to generate 900,000 unique users and 180,000 sign ups for a competition to become the face [...]