32 million organic impressions
Gumtree’s sponsorship of Celebrity Big Brother 2015 presented an unmissable opportunity to increase brand awareness.
The myclever™ team’s goal was to make Gumtree as big a personality as any of the celebrity Housemates across earned, owned and paid media.
The campaign combined unique, data-driven content with targeted social ads to present the Gumtree brand as a superfan to Celebrity Big Brother’s passionate audience.
Our primary target audience was 18-45 year old female fans of Celebrity Big Brother and Gumtree. Key influencers were identified across multiple platforms in order to position Gumtree as a ‘superfan’ of the show on social media.
We also targeted people who were involved in conversations online by monitoring an array of hash tags and key word phrases; adding value to conversations, not interrupting them.
We forged relationships with Channel 5, Endemol and the wider Gumtree team to ensure social and second screen opportunities were integrated and maximised.
During the series, we used big social data around the show to inform hundreds of pieces of highly engaging content that anticipated and reacted to the show’s events on the second screen, in the moment.
Competitions ran by myclever™ Agency offered unique branded experiences to entrants, including selling furniture into the house, winning VIP tickets to attend live shows and buying furniture straight out of the house.
Our team dedicated over 160 hours of community outreach, tweeting over 3,000 times to strengthen Gumtree’s association with Celebrity Big Brother.
Engaging, in the moment content delivered 32 million organic impressions and over 135,000 engagements.
Social ads for Gumtree reached 14 million people with an average Cost Per Website Click 25% lower than the industry standard.
We increased unique website referrals and blog visits from social media by 1900% and 1400% respectively. We also drove 15,000 competition entries from social media. 73% of these entrants opted in to Gumtree’s email marketing.
By doubling brand mentions online and increasing sentiment by 22%, we guaranteed that the real winner of Celebrity Big Brother 2015 was Gumtree.
“myclever™ Agency came to us with big ideas and executed them brilliantly… Undoubtedly their biggest achievement was watching every minute of the show, and live-tweeting along with thousands of superfans, delivering over 32 million impressions and gaining massive reach for our brand association.”Sam Diamond, Head of Brand & Comms, Gumtree