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 who won the award and pick up some brand strategies of your own, read on 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.
THE WINNER: BIZZBEE
Bizzbee won this category with its #CastMeBizzbee campaign.
This French fashion brand 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.
- Total Engagement: 25,742
- Total entries: 5000+ casting candidates & 38,640 votes
- Percentage of sales interacted with Olapic widget: 35.79%
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.
THE WINNER: The Body Shop
The Body Shop won this category 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 Body Shop’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.
- Conversion rate per impressions: 2.32%
- 15,000 visitors to the Dare to Mask web page in 3 weeks
- Considerable PR coverage
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
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.
THE WINNER: adidas
adidas won 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.
The brand, 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.
- Total UGC collected: 150,000+
- Total engagement: 2,000,000
- One of the most successful campaigns in originals’ history, as mentioned above
adidas NMD Cubes from Act Normal on Vimeo.
You may have thought we’d stop here, but we had one more surprise! 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