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Bench - #24HourLife

#24HourLife

50% increase in Instagram followers

The Brief

To celebrate the launch of their Spring/Summer 2014 campaign - shot in the vibrant city of Palma - Bench wanted to give a winner and a friend an incredible 24-hour experience in a city that doesn’t sleep. The campaign needed to be suitable for all of Bench's social media platforms globally and communicate the 24-Hour Life brand message. Increasing engagement, raising Bench's social media following and maximising the exposure of Bench's campaign would be crucial to our success.

The Approach

myclever created a microsite which integrated into the Instagram API, allowing users to upload entries, vote on their favourites and share entries they love with their followers. They were asked to tag Bench in examples of their own 24-hour lifestyles. In addition, we provided campaign related content for Bench's digital channels throughout the campaign; the hash-tag #24HourLife gave a centre of gravity for fan entries and interaction.

The Results

The #24HourLife campaign saw incredible engagement with over 500 user-submitted entries. Bench's Instagram following increased by 50% after the campaign started. #24HourLife Facebook posts contributed to a reach of over 10,000 for the Bench page, while the microsite had over 20,000 total users.

Bench - Selfmade

#Selfmade

1,600 new fans

The Brief

One of our campaigns for Bench was the Selfmade competition. Identifying Bench's target audience, we knew that their fans were of a demographic that was actively engaged, and could be leveraged to provide user-generated content that appealed to their own peers.

The Approach

To this end, we designed an application and series of visual posts that invited fans of Bench to submit their pictures along the theme of being "Selfmade." The images uploaded were likeable, with content shared to the news-feeds of participants and app users. This spread the campaign to those who had not already liked the Bench Facebook page, organically increasing the reach of the brand.

The Results

The campaign itself had a great reach, with over 830,000 impressions made online. With 175 entries and 1,600 new fans, we saw an overall engagement with the brand beyond the competition. The campaign succeeded in reaching new fans through the existing ones.


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+44 (0) 161 236 6659
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