As part of myclever™ Agency's continued relationship with Gumtree, we were asked to support Gumtree Motors business targets by driving their "Success" theme into the motors category - one that sees thousands of successful transactions. As we were asked to increase brand awareness across the brand's social media channels, it was essential that we not only engaged with the buyers and sellers, but also presented their success stories in an effective way.
For the Motor Success Stories campaign, myclever™ Agency utilised the popularity of the existing Success Stories persona, integrating the social with Gumtree's media ads on television and YouTube. Users submitted the success they had experienced buying or selling motor vehicles on Gumtree. Entries were uploaded to an app that the team at myclever™ Agency had designed and developed for Gumtree, which was hosted on the brand's Facebook page where they could be shared across the platform.
Entry to Motor Success Stories was incentivised by the weekly prize of £100 and the opportunity to have their story filmed and posted on the brand's YouTube channel. A post for each winning success story was hosted by the Gumtree blog, driving traffic to their website, as well as providing further sharable content for their new brand advocates - the winners themselves. Each winner was asked to share three tips for buying/selling motors on Gumtree, giving viewers/readers a further point of engagement with the brand. Each blog post featured links to similar listings, to help improve SEO for the Gumtree website
During the campaign, Gumtree's Motor Success Stories received over 250 motors success stories, leading to twelve featured weekly winners. Their videos on YouTube have been watched over 4,500 times. Overall, the Facebook app page saw over 6,500 views, leading to 1,189 link clicks to the Gumtree website.
Reach of over 10 million
Gumtree asked us to help them increase the number of people using their website as a selling tool. They wanted us to demonstrate, in a fun and interactive way, how simple it is to sell unwanted items, by reiterated the "Success!" aspect of selling on Gumtree. The tone of the campaign needed to appeal to Gumtree's fans and increase engagement with the online community they already had. While staying true to their brand, they wanted to increase the number of followers across their social media channels in general, driving traffic onto their "Sign Up" page. They also wanted to increase the size of their email address database.
myclever created a bespoke competition app for Facebook and mobile phones to show users how simple it is to sell their clutter. Called "Utter Clutter”, we hosted it on Gumtree's Facebook page and promoted it via the brand's Twitter account. We also created a microsite alongside the app, which invited users to snap and upload a picture of their most cluttered room - including an optional story – that stood the chance to win a visit from a “Gumtree Angel”. The Gumtree Angel would help them sort and sell their clutter on Gumtree. All items of clutter were listed on Gumtree, with said advertisements featured on the Gumtree site and social media channels. A series of campaign-related Facebook posts, Facebook ads and email promotions also went out during the campaign to increase engagement with both the app and the brand.
During the campaign, the Gumtree Facebook page reached over 10 million people, receiving more than 10,000 new fans. The Utter Clutter app received over 20,000 users and had nearly 150 submissions. The winner of the campaign was also very pleased when she received a visit from the Gumtree Angel – no doubt becoming an advocate for their brand.
The aim of this campaign was simple. Leveraging the celebrity endorsement of TV's Jasmine Harman, we were tasked with increasing the engagement of Gumtrees loyal fans, while also driving new user acquisition.
The competition we ran involved inviting users to submit pictures of their most cluttered room, with an accompanying story to justify why they deserved a visit from Jasmine. The app was hosted on Facebook, and integrated to the Instagram API so that it could be accessed across multiple platforms. Users were encouraged to share their own and/or their favourite entries with their friends, increasing the reach of the competition. Two runners up were awarded £500 and £250 respectively, which was aimed at driving user entries with the incentive of a cash prize.
Our lucky winner was thrilled to receive her visit from Jasmine Harman. The mantra she applied to decluttering - "Have nothing in your house that you do not know to be useful, or believe to be beautiful" - lends itself to the brand's approach, reinforcing their goal of getting users to list items on the website.
By demonstrating both the ease of using Gumtree to list unwanted clutter, and the benefit of making money from these items, we were able to create organic reach by leveraging our users to share the competition.
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