Winning The Euros with Hisense
Friday marked the opening ceremony of The Rio Olympics and with all of the vibrancy and spectacle offered by the host nation, UEFA Euro 2016 already seems like a distant memory.
Here at Ponderosa though The Euros were about more than just the games and an office sweepstake thanks to our work with one of the main tournament sponsors, HisenseUK.
We’ve been working with Hisense UK across offline, digital and social media, and at relatively short notice we able to pull together a strategy for their UEFA Euro 2016 sponsorship. As the brand is relatively unknown the main aim was clear; increase brand recognition in the UK market.
Marketing Week reported on the 27th of June, using Waggener Edstrom’s Brand Agility Index, which is compiled by ranking brands on a campaign’s scalability, relevance, the speed in which it responds on social media, engagement, originality, personalisation and sentiment, that Hisense stood at position 5 with 59 points.
And reported again, post-Euros, using the same index that Hisense had moved from position five to position three, with 129 points.
Hisense finished above established household names such as Coca-Cola, Carlsberg and McDonald’s.
As soon as Ponderosa signed with Hisense, a full digital and social media strategy was put in place, which included web banners, a dedicated digital experience and social media content spanning videos, competitions, advertising and remarketing.
The name we coined for the campaign was the Hisense Big Euros Giveaway.
The Big Euros Giveaway saw our social media team going into competition overdrive, execute a campaign that spanned flash merchandise competitions, video competitions to give away tickets, a hugely successful follow to win, and most significantly a two-week long competition to give away highly sought-after Finals tickets.
As part of this our team made sure to capitalise on the exclusive content we had access to as a main Euros sponsor to create eye catching Facebook videos – like this spot the ball competition.
The centrepiece of the campaign though was definitely the competition to win a VIP trip to Paris with tickets to the final.
To enter this, fans of the brand had to tell us who they’d take, and one winner was selected from each of Facebook and Twitter.
Introducing our winners, Team Harley and Team Beta.
In order to make the most of the winners’ trips to Paris, our team got their thinking caps on to brainstorm additional daily tasks the teams could attempt during the countdown to the Final to be in with a chance of winning an additional prize of a TV.
The content from these daily tasks was pulled through, from social media, to our dedicated Digital Experience, and fans of the brand who weren’t lucky enough to be in Paris could visit this to get a taste of the atmosphere and vote for their favorite team.
To add to the excitement, and make visitors feel well and truly like part of the action, voting was incentivised with the chance to win daily prizes and a top spec 55” TV for one lucky winner who voted each day
We generated over 10 million impressions
There were 18,000 sessions on our dedicated digital experience
The Hisense social media audience grew 1,100%
The success of the campaign was mainly down to some staples of marketing and social media in general:
- A steadfast campaign tone of voice and aesthetic to give cohesion across all elements of marketing
- Engaging content across all platforms
- The creative use of assets provided
- Concise targeting and remarketing across platforms as well as constant scrutinising and refinement
- A place where users could return and an incentive to keep returning every day
- Shrewd use of user-generated content
- A story that brought people in to the campaign and made the feel as though they were part of it
If you’d like to see what we could do for your brand, drop us a line or pop in for a chat.