D&AD - Seeding & Community Management

D&AD

Landscape

In preparation for the D&AD Awards 2011 call for entries, Roost seeded various multi-language speeches by the D&AD President.

Work Club produced several videos that showcased the global nature of the Awards as well as highlighting the global search for exceptional creativity. The hero video was spoken in all 13 different languages with subtitles driving through to each individual countries respective video. More videos were added to the mix (in more languages) as the campaign progressed.

www.youtube.com/dandad

Roost seeded the videos in order to open the audiences up globally and to target specific creative disciplines.

Insights

The research phase of the project developed an understanding of D&AD's database in reference to each of the disciplines and its global reach.

The strategy aimed to create an undercurrent of buzz around the videos that focused on engaging with niche disciplines within specific countries. Twitter as the seeding tool enabled Roost to effectively engage in a targeted approach as well as leveraging each contact's network.

Impact

There was a direct correlation between the activity on Twitter, the click-through on the bit.ly links and the increased number of views in YouTube.

The campaign generated an increase of 30,000 channel views, which was seen at a local market level where Twitter's engagement was reflected by the country of origin of visits (and click-throughs) to both the website and the YouTube Channel.

Services