Olapic Summer Client Awards 2017: The Results Are In!
Olapic’s bi-annual Client Awards celebrate our customers’ best-in-class visual marketing campaigns. Award winners are chosen by our Client Advisory Board which includes professionals from adidas, AllSaints, Aussie, Chopard, Coty, IKEA, Kempinski, KIKO Milano, MATCHESFASHION.com, and Thomas Sabo.
After recent vote casting, we are pleased to announce the following Olapic Spring/Summer 2017 Client Awards winners below! Read on to see which brands won and also discover tips, ideas, and tactics from the winners’ innovative marketing campaigns.
To win the Most Engaging Earned Content Activation, finalists needed a campaign that showcased outstanding levels of social and customer engagement. Engagement, in this context, was defined as amount of UGC collected for the campaign, number of likes, comments, and shares, and the overall reach of the campaign from a PR perspective.
The Winner: Dubai Tourism with #VisitDubai
The official tourism board for Dubai wanted to gain social media visibility within 45 markets and increase fan engagement. Dubai Tourism also wanted to address possible perception issues tourists might have about the country.
The campaign encouraged Dubai tourists to share their favorite photos and videos on social media with the hashtag #VisitDubai. Dubai Tourism, in turn, collected and obtained rights for the user-generated content through Olapic’s platform. The brand also used Olapic’s Content in Motion (CiM) video services to turn their favourite user photos into short-form animated assets to tell more engaging stories about the country. Dubai Tourism used a combination of user-generated content and Content in Motion videos to target their 45 key markets, as well as audiences segmented by age, gender, and interest to showcase relevant experiences and sites to potential and current customers.
Static UGC Results:
- Total UGC collected : 4,215,551 photos and videos
- Total UGC published: 9,257
- UGC widgets active across 111 PoIs (Point of Interaction) of the website
- Total interactions: 422,634
- Published CiMs: 1,185
- Reach: 72,759,467
- Engagement: 397,505
- Views: 27M+
To win the Most Innovative Earned Content Activation, finalists needed a campaign that used earned content to support their marketing initiatives in a creative, unconventional way.
Winners: A tie between Hunkemöller and MATCHESFASHION.COM!
Winner #1: Hunkemöller with #HKMX
Hunkemöller wanted to increase customer engagement, improve social media conversions,and create new content that would inspire new customers to try its products.
Hunkemöller created an evergreen activation with the support of user-generated content and the hashtags #HKMX, #Hunkemöller and #hunkemöller. The brand heavily promoted the hashtags on all their communication channels, and distributed the collected photos in social walls in two of their stores.
This strategy helped inspire in-store purchases and encouraged customers to share similar photography of their own items. Plus, store staff was trained to help customers create their own wall-worthy UGC.
In addition to collecting images from customers, Hunkemöller worked with an international ambassador team to ensure the imagery for their walls, site, blog and more was relevant to their diverse audience. Since activating this campaign, more consumers are engaging with the brand’s UGC before making a purchase and sharing their own photos, too.
- Social Wall UGC collected: 15K
- Product UGC coverage: 20%
- PDP conversion with UGC interaction: 3X
- Widget unique interactions: 542k
- Press Mentions: Winkle, TextilWirtschaft, RetailTrends
Winner #2: MATCHESFASHION.COM with #MFx30yearsandcounting
MATCHESFASHION.COM wanted to celebrate its 30th anniversary with a series of events, exclusive collaborations, and more that encouraged brand supporters to use their hashtag. MATCHESFASHION.COM held in residence events in New York, Paris and LA where customers previewed exclusive season collections, met designers, and attended workshops with industry insiders. At each event there was a live social wall where users who shared their images on Instagram and Twitter using #MFx30yearsandcounting could see their posts in real-time. The brand also partnered with influencers to help them celebrate their anniversary by sharing exclusive illustrations and photos related to the event.
The outcome was a very successful 30th anniversary campaign from the start of the year with high level of social and customer engagement across multiple channels, including their website’s ‘The Style Social’ UGC gallery, social media and events.
- UGC Collected: 1.7K
- UGC published in 30-year stream: 1K
- UGC featured in #MFx30yearsandcounting within The Style Social: 275
- Press mentions: Vogue, WWD, NY Mag, New York Times, Harper’s Bazaar, The Coveteur, The Cut, Elle, W Magazine
To be awarded with the Best MultiChannel Earned Content Activation, finalists were judged on campaign user-experience across multiple channels including, but not limited to, website, social media, and offline channels.
Winner: Charlotte Tilbury with #GlowMo
Charlotte Tilbury won this award for their #GlowMo campaign that helped people look and feel their best. #GlowMo was featured on digital channels including Instagram, Facebook, Snapchat, Twitter, Pinterest, YouTube, email, search engine advertising, ambassadors blogs/vlogs, and their own website; as well as through offline channels such as in-store, and billboards across the UK and Ireland. The user-generated photography created from the campaign was showcased throughout the campaign in their website gallery and carousel.
- UGC collected: 23k+
- UGC widget interactions: 1.2M
- UGC widget impressions: 5.9M
*Other campaign details and results were suppressed at the customer’s request.
Best Earned Content Newcomer
Additionally, the Olapic team voted for Hunter Boots as the winner of Best Earned Content Newcomer. Awarded by our Solutions Architecture and Account Management teams, Hunter Boots was chosen because of their outstanding ability to follow Olapic’s best practices effectively and achieve successful results with our platform. Check out their brand new inspirational gallery and get involved this winter by hashtagging #HunterBoots whenever you’re wearing yours!