2011 Winners & Shortlists

Results and Effectiveness

By leveraging the social endorsement of their fans via voting/sharing on Facebook, QVMS was able to increase their: *Fan count by 15,790 (+57%) *Daily page views 640% *Average daily views per unique user to 3.6 (+112%) All primarily generated within the 10 day period from when voting began. This campaign not only attracted new fans, but increased engagement across their entire fan base by 53%, consequently raising post quality score. This is evidenced by an increase in daily stream impressions from 48,906 to 113,069. This increment has impacted the earned media worth of the fan page from $35,701 before this contest, to $82,540 annually.

Creative Execution

QVMS tapped into the notion of social currency by facilitating an interaction between two different social communities. The competition asked people to SHARE photos of Qatar on the QVMS's Flickr page, which were then fed real time to the QVMS Facebook fan page “Make it Yours” tab to browse, vote, tweet, and ashare their favorite photos of Qatar through a unique custom built application that utilized Facebook, Flickr, and Twitter APIs. The most voted for photo WON a Canon EOS 5D camera and kit. The 12 most popular got in QVMS 2011 calendar. And a selection of favourites featured in our exclusive “Make it Yours” exhibition in 2011. The campaign was supported by seeding a message and ‘How to?’ edit on Qatari photography blogs, Facebook and Flickr groups, and Youtube; with minimal support by Google and Facebook Ads, the rest of the results were down to the contestants.

Insights, Strategy and the Idea

QVMS entered Qatar’s market in May 2010 with restrictions on ATL, BTL, and digital advertising; leaving social media as a strong means to create brand awareness and grow their fan base organically, while engaging and connecting with their audience on a personal level. With that in mind QVMS wanted to tap into Qatar's creative community on Flickr and activate this creative and passionate audience to engage with the brand on Facebook.