Making self-help shareable
To generate interest in Life Reimagined and to drive registrations, we created a highly shareable social media campaign—a mashup that blended humor and self-discovery—that populated the first step of an online program to explore purpose.
Our campaign, which capitalized on changes in Facebook’s algorithm to prioritize friend’s posts over advertisements, was activated by social media posts. A user’s friends would click on the link to discover their own superpower.
Seeing the power of gifts
To discover their gifts, users chose cards that best represented their skills and abilities.
“We were students of what Facebook was doing — tweaking its algorithm to prioritize posts from friends versus post from brands — so we launched a product that relied on peer-to-peer dissemination with a focus on lowering the Cost of Acquiring Customers (CAC)”
— Flavio, Founder
Generating mashups for good
Gifts were delivered in a mashup that users could manipulate themselves before sharing on social media. By making play a central part of the campaign, users were more likely to interact and share.
Unveiling the experience
Users journeyed through our activity to discover their gifts, shared their superpowers on social media, and continued on to subsequent activities, which led to increased registrations.
Enjoying our library of possibilities
We created more than two-hundred permutations of users' gifts, giving users plenty of options to choose from.
of users shared
We gave users the opportunity to express the voice of the AARP brand, which in turn accelerated the acquisition of new users
WHAT WE DID
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