The Brief

Primarily, we needed to increase awareness of ADMA’s 'Young Creative and Marketer of the Year Awards', a new award with a low profile in the industry. We were targeting a small, existing database of advertising and marketing professionals, which we also needed to grow. Amongst the many awards available for them to enter, these weren’t seen as worth entering. Our strategy was to create a uniquely personal campaign that engaged our audience and got them thinking about what it could do for their career. Most of all, we wanted to make something infinitely sharable, to broaden the target market.

Creative Execution

Our young audience see what’s happening in their world through Facebook, so with an innovative hack of their profile, we showed them their future too. Seeing yourself in a dream position, achieving amazing things, resulting in congratulations from your friends on Facebook is a powerful way to make it feel do-able. Importantly, with our client being the Association for Data-driven Marketing & Advertising, we ensured that data was at the core of everything we did, demonstrating that what ADMA stand for as an industry body creates engaging advertising.

Describe the creative solution to the brief/objective.

We used Facebook profiles in an entirely new way to get the campaign noticed in the industry, and raise perception of the awards. Our integrated, data-driven campaign showed what the awards can do for career development. It started with a direct mail piece, consisting of their future business card as a top marketer/creative in New York. Connecting with Facebook via a personalised landing page, their existing profile headed into the future… showing achievements such as promotions, new jobs and awards along the way, ultimately landing their dream job. We then invited them to do it for real by entering.

Results

Our approach struck a chord with our audience. 42.5% of them visited their personalised landing page, averaging nearly 4 minutes there. The future business cards were also a hit on social media, exposing our campaign to an audience 2,200% times larger than our original target market. Through sharing, 2,841 people, whose details we didn’t already have, visited a page to create their own business card and experience their very own Facebook timeline journey. Through this, ADMA was able to almost double their database size. Most importantly, marketer award entries increased 27%, and creative by 47%.