We needed to create an online campaign to convince customers of rival telcos to break their existing contracts and switch to Optus.
The concept we landed on was to ask Australians (via Twitter) what rules they would like to see broken. Then, as the responses rolled in, create a series of personalised movies to bring these pet peeves to life. Sounds pretty boring – until you discover that the person responding would be action hero Dolph Lundgren.
All in all, 26 #YesDolph videos were shot and delivered via Twitter, using the social network to vibe with consumers and deliver reach.
To amplify the campaign further, we used social influencers to generate buzz, and supporting content was pushed out on Optus’ Facebook and Instagram channels.
A Twitter reach of 222,000 and more than 70,000 views of #YesDolph videos was achieved with no media spend. In addition, there were more than 1500 Facebook and Twitter posts mentioning Dolph and Optus, including influencer engagement.
Dolph flexed his own social media muscle as well. Seven posts on his social media channels drove further engagement with the content, garnering 85,000 likes, 1600 shares and 900 comments.
The project was our most successful (and cost effective) social campaign of 2014, with 81 per cent positive social sentiment expressed.