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Meteor: Winning Christmas through social #ToyShowBingo

Overview

This case study outlines the strategy behind the biggest social disruption of 2017: #ToyShowBingo. This highly interactive event drove huge affinity in a key moment in the shopping calendar for our new, younger target age group: 25 year olds.

On the night of the Late Late Toy Show, over 5,200 tweets were sent to the hashtag #ToyShowBingo in 3 hours. That’s one new tweet every 2 seconds. Our users were playing a game where they tweet hilariously about classic Toy Show clichés like toys malfunctioning, performances and jumper changes from Ryan Tubridy.

Objectives

1.  Put Meteor top of mind for gifters at a key Christmas shopping weekend  

2.  Drive leads

  • We collected data from social video views that we could target with direct response messaging and ultimately sales.

Planning

We identified three key trends in social that would bring tangible benefits to Meteor:

BUSINESS CHALLENGE: Meteor wanted to gather data for retargeting
TREND: Live broadcasting has exploded
BENEFIT: Social video views allow data capture and retargeting with direct response messaging

BUSINESS CHALLENGE: Meteor wanted to reach a younger 25 year old age group
TREND: The rise of social influencers
BENEFIT: Create access to new audiences 

BUSINESS CHALLENGE: Meteor needed to cut through a noisy Christmas media landscape
TREND: Users as producers
BENEFIT: UGC activations generate earned media & cut through the clutter

 

Execution

Using the power of the social media ecosystem we built a symbiotic relationship between our three relevant platforms, Facebook, Twitter & Snapchat.

Facebook would act as our broad-reaching platform, drawing in large audiences.

-          We used Facebook Live in a native way, developing a video format that would allow Facebook users to interact with #ToyShowBingo without ever going to Twitter.

Over on Twitter, we utilised the real-time nature of the platform to drive #ToyShowBingo.

-          With a new tweet coming in every 2 seconds, we used social listening to sort and respond to the highest reaching tweets in real-time. Being strategic about our responses allowed us to build our social footprint even further on the night.

Before #ToyShowBingo, Meteor had no presence on Snapchat.

-          We developed a presence on the Snapchat channels of James Kavanagh, James Patrice and Pamela Joyce.

Budget
In total, we spent 1% of the total Meteor Christmas budget on our #ToyShowBingo activation.

Interestingly, our earned impressions out-performed our paid impressions by a rate of 888%.

222,612 paid impressions
2.2million earned impressions