Unique for its time, our digital agency created the OJAY Evolution Competition.
The Brief. OJAY was launching into the market place their brand ‘Evolution’; New price points range wide to compete with the soon to be launched competitors Gap and Zara. AndMine was tasked to create a digital campaign to highlight OJAYs new price offering to the marketplace. The goal was to engage as many people as possible around the concept with a budget of $10,000.
The Idea. Do something new in the Australian space for social media, pushing relatively new APIs for Facebook and Twitter to AUTOMATE an online competition where VOTES are counted by the number of likes and tweets users get for their entries. Using data collected from the User Entries, Facebook and Twitter APIs, render screens of entrants pages with votes so they can share them with friends and get MORE Votes!
How it worked. The OJAY website was used as a hub to control the Entries and Voting. The smarts in the back-end collected the Data from Facebook and Twitter to re-publish Votes on the website on both the Votes Pages, Entrants Unique Page and the Leader-Board. Using a unique URL for each entry we could easily show their votes (standard), but also calculate who was winning OR doing well in the competition to render interesting pages.
The Results. Using custom social networking APIs we ensured over 5,000 signups, tens of thousands of unique visitors to the OJAY website. The viral potential of the promotion meant that social referrals, traffic & engagement exploded. Our initial goal was to double or better the average PPC spend for a Facebook ad around $1.50 – $2.00. The cost per engagement, not including on-going or wider views was 23 cents / user.
The &Mine team is great to work with and went beyond the brief to deliver a family violence website which was both engaging and easy to use. The team is collaborative, understand the constraints and sensitivities of a government environment and work alongside you to develop creative and practical solutions and ideas. Stakeholders have only had positive feedback about the website including with comments such as the best government website I have seen. Christine Panayotou, Director Communications, Family Safety VictoriaMore Testimonials