We were brought in by BANK/JD’s marketing team to create a campaign that would engage their audience (16-24 year olds), and would capture data to allow them to expand their email marketing database.
We knew that social media would be the perfect way to engage the BANK audience, particularly Facebook, as we know that 16-24 year olds spend half of their life chatting, liking, posting, sharing, and commenting on Facebook.
As you can see, the concept was pretty simple — find a nice looking boy and a nice looking girl, and they win the chance to be BANK’s cover models for Autumn/Winter 2010.
We developed a Facebook Open Graph microsite to act as the hub of activity for the campaign. Open Graph allows users to login/connect with a site in two clicks, and allows us to access information about them and communicate with their entire social graph.
Basically, every time one of our users signed up to the site, or voted for their favourite boy or girl, we posted a message to their feed. With a typical Facebook user having an average of 150 friends (but many of our demographic having two or three times that number), and with the urge to vote for attractive people being too hard to ignore, we very quickly generated a huge audience for Face of BANK.
We’re delighted that the Face of BANK has proved a massive success for JD- generating 180,000 signups, 900,000 unique users, and more than 5,000,000 page views in the first three weeks.
We had more than 40,000 people enter the competition, with many of the highest rated getting signed up by model agencies. One girl in the top ten even set up her own Facebook fan page- within two days she had more than 3000 fans!
The site had a massive reach, with hundreds of forums and community sites talking about the Face of BANK and linking to the site.
If you’d like to know a bit more about Face of BANK, get in touch with Ben at the office.