Olapic Client Awards 2016
The Results Are In!
At Olapic, we help brands curate and activate their consumer-generated, or “earned” content across all channels. Each year, we witness so many unique and compelling success stories from our customers. Given this, we decided earlier this year to launch our first ever Olapic Client Awards for our European customers, and presented our top picks this past September. We were thrilled to have received an overwhelming number of submissions in a little over a week, and from these entries had our senior management team select three finalists for each award category. Last month our finalist entries were presented to Olapic’s Client Advisory Board members, including senior marketing and e-commerce professionals from some of the world’s leading brands like adidas, Boots, L’Oréal, Thomas Sabo, and REN Skincare, who then voted for the top winners. To learn more about the winners and pick up some brand strategies of your own, check out the finalists below!
Our first category presented was for the Most Engaging Earned Content Activation. The requirements for this award were for a client to have driven the highest levels of social and customer engagement from a specific activation. This included the number of UGC collected for the campaign, level of engagement (likes, comments, and shares), and the overall reach of the campaign from a PR perspective.
Our first finalist was Public Desire for their #PDBAE campaign. Their goal was to drive brand awareness and increase conversions while creating an online destination for customers to share their interests, style tips, and overall inspiration.
Public Desire’s solution came through the development of a long-tail social campaign using the hashtag #PDBae to promote the sharing of content around the aforementioned goal. With Olapic’s help the brand fully integrated their earned content across all marketing channels, and enabled the creation of an online world for the fashion-savvy shoe-a-holics to share their style, love of shoes, and identities as a #PDBae.
The brand’s results showed an increase in engagement, a higher conversion rate for those who interacted with its UGC widgets, and an increased number of loyal Instagram ambassadors.
After watching how other babies style their OTKs, made me think where are my all long boots?! Here we go, I’m wearing flannel shirt dress with knit vest from @storets and my favorite OTK’s from @publicdesire that you can buy easily by liking my photo or you can go direct to the link http://liketk.it/2ppwr #pdbae #storetsonme #fallstyle #monochrome #knitwear #beautifulmatters #модныйблогер
Our second finalist in this space was Bizzbee, which had the goals of: identifying new ambassadors, diversifying its visual content, gaining social media visibility, and showcasing its proximity with fans.
Their brand’s solution came through the #CastMeBizzbee competition to identify fans and ambassadors whereby the winners of the contest would be transformed into models for the brand’s new collection.
With this initiative, Bizzbee saw a lift in engagement, an increase in entries and votes for its contest, and a high level of interactions with its UGC widget leading to increased sales.
Our other finalist in this category was AllSaints with its #ItsUpToYou campaign. The brand’s goal was to drive awareness to new audiences and engage with its customers in a multi-channel way.
Its solution came in the form of launching a global UGC campaign where its customers would be invited to share their AllSaints identity using the hashtag #ItsUpToYou. The campaign began with a soft launch internally, enabling staff to upload their own photos to prepare their content for an external launch. When the campaign publicly launched a week later, all stores had already seeded consumers’ imagery and displayed it across a number of channels including the point of sale, in a specific gallery on the AllSaints’ website, and on across the brand’s social media profiles. The #ItsUpToYou campaign was supported by a strong multi-channel communications strategy, and directed its audiences to the gallery page.
This carefully executed plan resulted in a great success for AllSaints, who saw a lift in UGC collected, engagement, website visits, and returning website visitors.
Below is a great example of one channel through which AllSaints promoted the #ItsUpToYou campaign.
CATEGORY: MULTICHANNEL ACTIVATION
The second category of the evening encompassed brands competing for the Best Multichannel Earned Content Activation of the year. This category was judged on the best implemented activation of user experience across multiple channels including, but not limited to, website, social media, and offline channels – providing clear activation exposure and focus to users exposed to the brand during the campaign execution period.
Bubbleroom was our first finalist in this category with its #BubbleroomStyle campaign. The brand’s goals centered around the ability to scale content creation while building its relationship with customers to better understand its audience.
Bubbleroom’s solution was executed through the launch of an evergreen hashtag, #BubbleRoomStyle, across all of the brand’s owned channels and paid media including: its website, emails, SMS, flyers in parcels, promotion on sales receipts, social channels, and in physical stores.
Given this multichannel execution, Bubbleroom saw a measurable increase in engagement, percentage of sales driven by UGC widget interaction, and a slew of new Instagram ambassadors.
The Body Shop was our next multichannel finalist with its #DaretoMask campaign. The brand’s goals were focused on the launch of its new five expert facial masks (three of which were vegan) and increasing its reach beyond its usual audience.
The brand’s solution was to launch a worldwide promotional campaign to encourage customers to take facemask selfies wearing one of the masks with the provocative hashtag #daretomask. The campaign was promoted across all The Body Shop’s owned channels, social ads, in-store marketing, print advertising, public relations activations, and via an ambassador programme.
Trying out the new @thebodyshop Himalayan Charcoal Purifying Glow Mask ?? 100% vegan!!! Little insert : Tingling charcoal clay mask Absorbs excess oil For skin that needs extra purification to reveal a healthy, youthful glow Formulated without parabens, paraffin, silicone or mineral oil At first i thought it had a burning feeling but it was gone and now my skin looks smooth and shiny ! It removes all my dry patches , i had a few blemishes , it calmed them down and it cleared my clogged pores! Tots to this! Cant wait to try the next one! I have the Ethiopian Honey also should i make Post about it too?! Il be posting a picture tomorrow with how my skin looks #daretomask #vegetarian #skincare #facemask
And the last, but certainly not least finalist in this category was Charlotte Tilbury with its #MagicFoundation campaign. This brand’s goal was to drive confidence in the quality of its new foundation and encourage people to remove the stigma around skin problems such as acne.
The brand’s solution came in the form of its #magicfoundation campaign with a call-to-action encouraging customers to send photos before and after having used Charlotte Tilbury’s foundation. The brand then promoted ‘how-to’ teaser videos of the campaign as well as including the #magicfoundation hashtag in all emails, websites, collateral, store designs, and across digital and social channels.
This campaign resulted in a lift in total engagement and 19 press mentions including Vogue, InStyle, Huffington Post, and Good Housekeeping to name a few.
CATEGORY: MOST INNOVATIVE
Our final category for the awards was Most Innovative Earned Content Activation, which doesn’t need much explanation. These submissions were judged on unconventional and creative uses of earned content to further the client’s marketing initiatives.
adidas was one of our top finalists in this category with its #NMD campaign. The brand’s goal was to support the product launch of one of the adidas Originals products and engage with the ‘streetwear hound’ without any major celebrity endorsement.
adidas found its solution by hitting the streets with spectacular installations in six key European cities. The connected NMD cubes allowed the target group to interact in real-time with UGC that showed how consumers explored urban grounds in their respective cities.
adidas, through this creative campaign, saw a lift in its total UGC assets, engagement, and also made the NMD launch one of the most successful in adidas Originals’ history. The shoe ended up selling out on the first day of the launch.
adidas NMD Cubes from Act Normal on Vimeo.
Monki was our second finalist in this category with the #TeamMonki campaign.The brand’s goal was to obtain high-quality and relevant UGC in order to promote the right products, at the right time, while also increasing the amount of creative UGC assets and encouraging existing staff members to feel more involved with the brand.
The solution was to run an employee ambassadors campaign in which the brand’s stylish store staff (no alliteration intended) could borrow clothes ahead of its release to create UGC in order to showcase their personal styles with hashtag #teammonki. With this tactic, Monki was able to populate product pages with relevant and stylish UGC just in time of the product line launch.
With this campaign, the brand was able to increase UGC product coverage, and increase conversion rate per interaction with UGC.
Finally, the last brand selected for the innovative category was Pepe Jeans with its #GetItOn campaign. The goal of this campaign was to generate awareness on the launch of its line of Powerflex jeans while reaching existing and new customers.
The brand’s solution came in the form of launching the #GetItOnChallenge, which required consumers to post a video of themselves putting on their jeans without the help of their hands (check out their awesome video below). Those who accomplished the challenge would then win a pair of the new Powerflex jeans.
PepeJeans saw amazing results through over 1000 videos uploaded, an increase in engagement, and global press mentions.
After careful consideration from our Customer Advisory Board members the final voting results came in extremely close for all categories. That said, we are pleased to announce that the winners of the Olapic Client Awards for Autumn 2016 are:
- Bizzbee with #CastMeBizzbee for MOST ENGAGING EARNED CONTENT ACTIVATION
- The Body Shop with #DareToMask for THE BEST MULTICHANNEL EARNED CONTENT ACTIVATION
- adidas with #NMD for THE MOST INNOVATIVE EARNED CONTENT ACTIVATION
Bet you thought we’d stop here, but we had one more surprise award. As an additional bonus award, the Olapic team voted internally for the BEST EARNED CONTENT NEWCOMER. This was awarded to a client that had launched within the past six months before the awards ceremony, followed Olapic’s best practices most effectively, showcased successful initial results, and whose team was a joy to collaborate with.
Our Solutions Architecture and Account Management teams voted for this client and we are pleased to announce that the Best Earned Content Newcomer goes to family-owned British design homeware brand Joseph Joseph. To see more of the brand’s content, check out its homepage widget.
The entire Olapic team sends our sincerest congratulations to all the finalists and winners! We look forward to seeing more of your creative earned content activations over the next few months. Stay tuned for our next Olapic Client Awards in the Spring of 2017! #YouEarnedIt