Digital Campaign Ojay

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.

Facebook Advertising Campaign

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.


Go on, see if you can challenge us on "Social Media Conversions" - Part of our 161 services at &Mine. We are quick to respond but if you want to go direct, test us during office hours.

Trusted by

We decided to make the commitment and drop Traditional Marketing like Yellow pages and trial AndMine's Website Development, Design and Email Marketing Services. We never looked back and business is always booming. We certainly would not have been able to grow our business to where it is today without AndMine. - Monika & Ellen, The Depskin Centre

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&Mine Laboratory

&Mine team is a melting pot of technology and creative minds. Each year, we slice a few percent of our bandwidth to develop our own commercial projects. For example, we have developed a prototype Posture Detector with the help of Melbourne University's Engineering Department that will send signals to your smartphone and vibrate if your posture is poor. We are also improving our suite of cloud based software applications like Meet&Mine, our Networking Software. During its first year gathering data, it referred over half a million dollars of real business for a small Melbourne network group. If you’d like to know more about our laboratory projects and how you can get involved in capital raising, marketing or support, simply contact us.

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  • AndMine

    Digital Agency in Melbourne.
    Level 14, 333 Collins Street
    Melbourne VIC 3004
    Victoria, Australia
    Tel: +613 8844 5800
  • AndMine

    Digital Agency in Sydney.
    Level 5, 50 Holt Street
    Surry Hills,
    NSW 2010
    New South Wales, Australia
    Tel: 1300-ANDMINE

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