Your success provide your fans. Realizing this, the telecommunications company Orange for the SMM during the Euro 2016 chose to focus not on football stars and fans. The result is the increasing presence of 212% in just a month. Talk about lessons to be learned from this success story.
1. Select the correct celebrity
Involved in the advertising campaign, the star will become representative of your brand. Orange has chosen the right celebrity – football player and coach of Real Madrid Zinedine Zidane. His status has made a significant contribution to the success of the campaign.
The involvement of celebrities is not contrary bet for fans of: Zidane and his assistant in the video struggling to find the best fans around the world. The roller completes an inspirational phrase For us, the fans are the real stars (“For us the real stars are the fans”).
2. Use traditional media
Making a major bet on Internet media, we should not forget about traditional media. They help to attract audience to the website and social networks, especially those who rarely sits on the Internet.
In Orange for heating of interest to the campaign used television advertising. Watching people come in social network and learn from other content by the brand. In addition, a video was posted on YouTube, to allow users easily to share them.
3. Use the latest technology
So you create a positive brand image. The most popular for the entire campaign, Orange has become a 360-degree video uploaded on Facebook. It has gained 4 million views. Common interest to live with all-round visibility Orange could use to their advantage.
4. Turn in the campaign offline world
Go to various events – that’ll give us more to talk about. Orange campaign illuminates the Eiffel tower in the colors of the flags of different countries. The choice of the flag depended on which teams fans are most actively supported in social networks. Changing the view of night Paris inspired users to participate further in the campaign.
5. Use popular events
For Orange this is the Euro 2016. A huge success in social networks was provided, including through linking the SMM to the global event with a huge number of fans.