We launched #PoweredByLove, an Instagram contest in which all 50 states (plus DC and Canada) competed to have talent come and host an intimate screening with fans. The states that received the highest amount of “likes” on Instagram won the talent screening contest all while driving fans back to the Instagram page for engagement.
This activation grew the social accounts following with a total reach of over 1.6M from all 52 voting posts. In efforts to reach beyond the existing fanbase, we rolled out a two month Twitter activation targeting celebrities / influencers with personalised postcards. All 58 posts saw a total of 6,638,054 impressions. Overall growth across all platforms (Instagram, Twitter, Facebook) grew rapidly to over 368,000 until after release. Our most popular activation was the ‘Dear, World’ campaign, in which the 58 posts addressed to various celebrities/influencers gained a total engagement of 885, 831.