Hashtag Campaign Case Study: Rubbellos.at - #einlebenlang
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Rubbellos.at - #einlebenlang Hashtag Campaign Report Die Socialisten, September 2014
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The Rubbellos community was challenged to post all their dreams & wishes they could realise with a life-long supply of lottery scratch tickets (the “Rubbellos”). Posts were published to Facebook, Twitter, Google+ or via email - all connected by the hashtag #einlebenlang (“a life long”). More than 20.000 posts were collected & displayed on the campaigns microsite!
Transcript of Hashtag Campaign Case Study: Rubbellos.at - #einlebenlang
Rubbellos.at - #einlebenlang Hashtag Campaign Report Die Socialisten, September 2014
The Client
Österreichische Lotterien
Austrian Lotteries is an internationally recognized gaming operator, offering a broad range of highest quality lottery games to adults interested in gaming.
From draw games like Lotto 6 aus 45 and EuroMillions to scratch tickets like Rubbellos and many more.
https://www.lotterien.at
http://die.socialisten.atSocial Software Development
The Idea
• The community was challenged to post all their dreams & wishes they could realise with a life-long supply of lottery scratch tickets (the “Rubbellos”). Posts were published on Facebook, Twitter, Google+ or via email - all connected by the hashtag #einlebenlang (“a life long”).
• All posts were collected & displayed on the campaigns microsite (http://www.rubbellos.at)
• The 10 selected winners in fact will receive a year long supply of Rubbellos! Congratulations! :)
• Campaign duration: Aug 3rd - Aug 29th 2014 (27 days)
http://die.socialisten.atSocial Software Development
• Walls.io (http://walls.io) was used as a proven social media aggregator on the backend.
• Responsive web-design supported the microsite on smartphones and tablets.
• Powerful moderation tools and blacklists removed unwanted noise and content that violated the campaigns terms.
The Technology
http://die.socialisten.atSocial Software Development
Entries / Posts
Email 26%
Facebook 71%
Facebook 14.378 Posts
Email 5.370 Posts
Twitter 286 Posts
Google+ 205 Posts
Instagram 89 Posts
Total 20.336 Posts
More than 20.000 posts have been published over the course of the campaign!
Facebook clearly was the most dominant channel of participation, with email as a strong second. While Google+ & Twitter only played a minor role, interestingly there were even a few submissions on Instagram, despite being not supported by the campaign due to API-limitations!
Source: Application
http://die.socialisten.atSocial Software Development
Traffic - General
Unique Users 80.196
Pageviews 124.930
Unique Visits 100.998
Source: Google Analytics
http://die.socialisten.atSocial Software Development
Traffic - Channels
Social 41% Direct
55%
Direct 55.704 Sessions
Social 40.975 Sessions
Referral 3.090 Sessions
Organic Search 1.229 Sessions
Total (Session) 100.998 Sessions
Source: Google Analytics
The biggest chunk of traffic was coming directly. This is proof of the great integration between online campaign, TV-spot and the product itself (which had hashtag & URL printed on). The second biggest driver of traffic of course have been social platforms like Facebook, where users shared their ideas. Search- & Referral traffic from other, non-social websites didn’t play a role at all.
http://die.socialisten.atSocial Software Development
Traffic - Mobile vs. Desktop
Tablet 6%
Desktop 23%
Mobile 71%
Mobile 71.626 Sessions
Desktop 22.808 Sessions
Tablet 6.564 Sessions
Total 100.998 Sessions
Source: Google Analytics
At 77% combined, mobile and tablet-usage was extraordinarily high!One possible explanation for these numbers: when getting exposed to the campaign on TV or print, people increasingly start engaging with the social media component of the campaign on their Second Screen Devices.
http://die.socialisten.atSocial Software Development
Facebook Insights - User Feedback
Spam Rate per 10.000 Impressions
00,0180,0360,0530,071
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568 Installs per Day VS. 3-4 Uninstalls per Day
Source: Facebook Insights
Let’s be honest - due to few bad players, Facebook Apps sometimes face trust-issues among users. Same goes for oversharing a marketing idea, which might be perceived as spammy behaviour.
We’re happy to report that our users stuck to the app with very few uninstalls happening!More importantly, the stories posted by the community were almost never marked as spam!
http://die.socialisten.atSocial Software Development
Facebook Insights - Reach
Story Impressions 4.400.000
Stories Published 14.100
Source: Facebook Insights
Facebooks ability to drive traffic and generate organic (!) reach with apps still is amazing! The campaign generated more than 4mio story impressions!
About: Die Socialisten "Die Socialisten" is a social-software agency specialized in the design & implementation of apps and marketing-solutions on social web platforms like Facebook, Twitter & Google+. To date, we have successfully built more than 200 brand-pages, applications and websites. Our clients include Red Bull, Axel Springer/Bild.de, Bertelsmann, FTD, Krone Multimedia, ATV and Hitradio Ö3.
"Die Socialisten" is Austria's first and only agency listed in the official "Facebook Preferred Marketing Developer"-program.
http://die.socialisten.athttp://facebook.com/diesocialistenhttp://twitter.com/diesocialisten
http://die.socialisten.atSocial Software Development
Michael Kamleitner Die Socialisten
Let’s connect!
[email protected] http://facebook.com/diesocialisten http://twitter.com/diesocialisten Phone: +43 699 116 07 923
