Blissful Photography Contest 2011 was carried out on 14 May 2011 (begin of registration) to 12 June 2011 (end of last voting period). This campaign was designed to achieve (1) increase the number of “Likes” on Facebook page, (2) create brand awareness (3) turning “Likes” into email addresses for future marketing activities.
Blissful Photography Contest 2011 (BPC11) was a unique campaign as it integrated offline activities into a digital media campaign (on site photo shooting sessions). We started by calling for registration among local photographers with a carefully crafted communication plan aided by moderate Facebook advertising. We built 3 applications that enabled this campaign in 3 stages – Registration, Submission and Voting. As there’s gap in between these 3 stages, we built in the first ever iPhoneography contest in Malaysia using Instagram as the side contest of BPC11, it was an interesting move and surprisingly we received over 80 submissions in 48hours time via Instagram. In total we’ve received close to 700 photo submissions (81 on Instagram, 600 for all full categories) on both platforms, a huge success for the brand calculating the values of the photos captured to be used in future marketing materials.
Key Measurements
• Increased number of fans – 2506 (up 350%)
• Captured emails – 1700 (70% of total new fans)
• Total registered photographers – 81
• Total photo entries received – 700 (on both full and side contests)
• Total Facebook ads impressions – 5.15 million times
• Total unique reach – 203,206 individuals on Facebook
