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CASE STUDY: Stoli Originals - What's your story?

Provided by Multiply
Integrated campaign Experiential and online to find 4 truly original people to feature in a film documenting their life.

What was the Challenge / Background of the Campaign?

Stoli is currently scouring the UK to find four unique people with an original story to tell. The winners will star in a short-film - 24:4 - directed by BAFTA award-winning film maker, Martin Smith, and the film will follow a day in each of their lives. In addition to starring in the film, the successful entrants will be flown out to LA for the party of a lifetime at an exclusive event

What was the Campaign Objective?

Help to generate positive word of mouth around the brand through real consumer conversations. Implement a comprehensive social strategy to grow Stoli UK's Facebook community, increase engagement and drive quality submissions. Activity to date has included influence outreach and engagement, extensive on and offline seeding, as well as a Facebook ad campaign

What was the Solution?

Activity: Create a casting booth for consumers to sit and record themselves as a live audition. Touring of the casting booth Sept - Oct, Facebook video submissions and voting from Sept - Dec, filming of chosen winners Jan - Feb, editing Feb - Apr and film premiered and released April 2012 during Sundance Festival.

What were the Results?

Still a fairly new campaign so data is not currently available, we have however been getting a lot of press via blogs and websites around the activity.

What were the Key Learnings of this Campaign?

Consumers who participated were greatful of the audition booth coming to them. When questioned a lot of entrants said that had it been left solely down to them recording and posting an entry for the competition they may not have bothered.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
£251k to £500kConsitent press via blogs and websites around the activity.
25 - 34Male
Both
ABC1
ONLINE
SOCIAL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBRAND ATTITUDEEXPERIENTIAL
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