Social competition campaign and voting application
Brief
New Look wanted to re-engage its 18-25 year old audience via an online campaign which would support its ‘Best Dressed University’ initiative. Students across the UK were judged on their sense of style, and the winning campus received a free gig from pop band Alphabeat.
Red Ant strategy
- Make the most of the interest of existing target audience on Facebook.
- Engage with a younger student audience
Tactics
- Develop a 'Best Dressed University' Facebook page to generate interest among 18-25 year olds
- Set up a bespoke voting and leader board application
Results
- 1,500 fans in the first 2 weeks
- Over 6% of the target audience by the end of the competition
- Increased sales via the platform
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