The Brief

The objective of the campaign was to increase brand awareness in markets outside the US. The campaign was targeted at new customers who had not heard of or bought Flip Video Cameras. The common factor across all the markets Flip Video was trying to penetrate was the high penetration of Facebook in those markets. So instead of creating a traditional campaign, the idea was to create a social campaign. The strategy was to let people experience for themselves the benefits of the camera and evangelize the brand on our behalf.

Describe how the promotion developed from concept to implementation

Instead of merely creating an advertising campaign, we created a new medium. We enabled Facebook users to replace their static profile pictures with moving, speaking profile videos. And each of these videos, sitting on the most valuable real estate on the Web and being viewed by each Facebook user’s fans and friends, ended with a brand message for Flip Video cameras. In other words, each profile video is a brand ad for Flip Video. Better still, users could buy Flip Video cameras via their Facebook page.

Describe the success of the promotion with both client and consumer including some quantifiable results

Flip Video cameras gave the world a new way to shoot and share and in exchange received millions of free media impressions. • 700,000 users flipped their profile. • Profile videos viewed over 5 million times per day • An average of 50 profile videos being uploaded every minute • Thousands of brands, bands, artistes, filmmakers and businesses flipped their page. • Total reach across users and pages exceeds 21 million • Featured in over 500,000 blogs • Estimated media coverage is valued over $20 million

Explain why the method of promotion was most relevant to the product or service

For a brand that prides itself for making shooting and sharing videos easy, the idea was apt for the channel and it was on brand. People for the first time came alive on Facebook. And only Flip Video cameras allowed people to shoot and share videos directly on Facebook from their device. The product filled a void and created a USP for the brand. In a market awash with choices, this USP stood out.