CASE STUDIES: MOBO

CASE STUDIES: MOBO

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CAMPAIGN: THE BEST NEWCOMER AWARD

 

MOBO is a trailblazing global brand. They wanted a way to build their social base in the most organic way possible and were open to new and exciting ways to do it. Testify created the worlds first television award decided entirely via social media for the MOBO’s best newcomer category.

ACTIVITY

ED SHEERAN BATTLES JESSIE J IN (FRIENDLY) SOCIAL MEDIA WAR

Testify created a PR pack for each Best Newcomer nominee, making them aware of the award and explaining how to win. Each nominee could use all means at their disposal to drive their fanbase to vote. Fans and viewers could vote for their favorite artist in the two week run up to the live ceremony via an app which was embedded within the MOBO Facebook page. In a clever twist the voting race was entirely open, so each nominee could see how close they were to winning at any time. The environment of open competition led to artis ts rallying the troops on a daily basis to push organic fans through the voting system.

MY FANS ARE YOUR FANS: BESPOKE TECHNOLOGY BUILDS COMMUNITY AND CAPTURES DATA

Through the data capture mechanic, MOBO collected demographic profiles of all voters. Facebook connect technology was leveraged to retain likes for each voter and prevent fraud.
Testify successfully mobilised the social influence of artists and influencers including Ed Sheeran, Jessie J and Emelie Sande.

  • 146,000+ Organic engagements generated from the artists directly
  •  20,000+ New fans generated organically
  •  Achieved a reach of 1,071,083 unique users
  •  No paid media whatsoever

RESULTS

UK

Testify_London-England_Stat-Icons_Territory

TERRITORY

8

Testify_London-England_Stat-Icons_2_Influencers

INFLUENCERS

1.1M

Testify_London-England_Stat-Icons_3_Unique-Reach

UNIQUE REACH

2M

Testify_London-England_Stat-Icons_4_Impressions

IMPRESSIONS

2.65%

Testify_London-England_Stat-Icons_5_Unique-Engagement

UNIQUE
ENGAGEMENT

92%

CONTENT
DWELL

-

ORGANIC
PLAYS

69%

Testify_London-England_Stat-Icons_9_Share-of-Voice-Growth

SHARE OF VOICE
GROWTH

.33%

Testify_London-England_Stat-Icons_8_Click-Throughs

CLICK THRU
RATE

70%

Testify_London-England_Stat-Icons_10_Community-Growth

COMMUNITY
GROWTH

-

Testify_London-England_Stat-Icons_11_Lead-Generation

LEAD
GENDERATION

SOCIAL SHARE