Maximising Gumtree’s Sponsorship of #CBB Wins Digital Marketing Campaign of the Year

Maximising Gumtree’s Sponsorship of #CBB Wins Digital Marketing Campaign of the Year

By myclever™ Agency

The myclever™ team have another trophy to add to our collection.

Our very own Simon and Liam attended the 2015 CIM Northern Awards, where our work with client Gumtree’s sponsorship of Celebrity Big Brother 2015 was awarded the Digital Marketing Campaign of the Year.

You can read the full case study on our website.

Making Gumtree the Real Winner of #CBB

In January, Celebrity Big Brother returned to our screens, with an eclectic and contentious crowd of household names and US stars taking their places in the UK’s most infamous house.

Gumtree were sponsoring the series, which was the most widely viewed show on Channel 5’s winter schedule with an average 3 million nightly viewers and an additional million watching on catch-up, on-demand.

We knew this was an unmissable opportunity to bring the Gumtree brand to a passionate audience of fans and superfans.

Our team put in hundreds hours of community management, outreach and live-tweeting to guarantee that Gumtree was as big of a personality as any of the show’s celebs.

Our paid social content complimented over 3,000 organic tweets, sharing unique, data-driven content like Vines, videos, infographics and snippets, funny images and conversations with the contestants themselves.

CBB Content

We worked closely with our social listening tech partners, Brandwatch, to join in with thousands of conversations around the show and Gumtree.

We delivered exclusive, on-brand experiences and competitions, including VIP tickets to live launch and finale shows, as well as giving the public the opportunity to sell their Gumtree listings into the House, and buy furniture from inside the House towards the end of the series – raising money for homelessness charity Crisis.

By combining our social media expertise with an exciting, in-the-moment campaign, we maximised Gumtree’s sponsorship of Celebrity Big Brother across earned, owned and paid media.

Over To You

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This post was written by myclever™ Agency

Exceptional marketing is driven by human insight. myclever™ Agency craft beautiful, useful and engaging experiences with social media at the heart.