In 2014 Skype launched the Skype Collaboration Project (SCP) with Victoria Beckham – a global project focused on fashion and design. Mindjumpers had the responsibility for all social across paid, earned and owned channels on the campaign.
A key focus for the activation of the SCP Campaign through social was to provide the identified social ecosystem with content that was tailored to the individual channels and key markets and to ensure high engagement and drive traffic to the SCP platform.
Mindjumpers was responsible for the following within Social:
Mindjumpers developed a customized campaign management setup by activating our Local Social Media Managers in all key markets. This enabled us to distribute content effectively and timely on a global scale, including localization of content whenever necessary.
Through our Mindjumpers Network we handled all social activations in key markets such as US, UK, Japan, Russia and Brazil.
The campaign included various social activations, e.g. content creation, planning and activation of a Twitter Q&A with Victoria Beckham, driving visits to the campaign site, global and local blogger outreach, a “Share Your Style” competition, etc.
Thanks to an extensive and effective social ecosystem the social activities became an essential contributing factor during the entire campaign period and it generated a substantial amount of the total traffic to the campaign site SCP.com
The #AskVB Twitter Q&A generated remarkable buzz from the target audience and the #AskVB hashtag was trending on Twitter in New York, Paris, London, Manchester and Liverpool during the afternoon of the event. Questions came from 91 cities in 35 different countries.