Category Archives: IPP Campaigns

Case Study: TVJ Champs Report

Television Jamaica’s Social Media Coverage of ISSA/Grace Kennedy Boys and Girls Championship 2014

  • Quick Summary

 

TVJ wanted to dominate the media coverage of the highly anticipated annual Boys and Girls Champs. Live television broadcast with their on site reporters, in house analysts and radio reporters meant that social media was the only missing link. TVJ realised that they are highly engaged by their followers on their Facebook and Twitter social media platforms and wanted to maximise this presence through live coverage. This case study represents the IPP execution of a live social media campaign in the area of sports. This type of coverage was the first for the IPP team.

 

  • Goal/Problem

 

To assess if maximum social media coverage was achieved by It’s Pixel Perfect for the project ISSA/Grace Kennedy Boys and Girls Championships from March 25-29, 2014 across three social media platforms for Television Jamaica.

  1. Increase TVJ’s followers on Facebook by 2000 persons.
  2. Provide timely and consistent updates across the three social media platforms.
  3. Post live pictures and videos everyday of the event.
  • Context

 

This was a seven-days campaign. The first two days were used for lead up promotion and the remaining five days for live social media blogging executed on site at the National Stadium in Kingston. Each days coverage varied with a minimum coverage of 10 hours and a maximum of 13 hours. Coverage each day included the use of two live bloggers and one photographer.

 

  • Solution

 

Overall Assumption:

This campaign will increase Television Jamaica’s followers on social media and also establish it as a reliable source for real-time track and field event information and other events sponsored by the group. This noted reliability would result in current followers spreading the brand’s praises to others and making a commitment to get results/updates from only TVJ moving forward.

Though IPP was only given a specific target for Facebook, the company thought it necessary to include TVJ’s twitter account and create an Instagram account to have maximum social media coverage.

  • Strategy/Tactics

  1. Start the promotion two days before the actual event on Facebook
  2. Paid advertisements on Facebook page
  3. Provide ongoing concise and accurate information/updates for every event on the track and the field via Facebook
  4. Link the Facebook account to twitter
  5. Create an Instagram account
  6. Have a photographer on the track at all times to capture the events up close
  7. Use mobile devices instead of laptops
  8. Post pictures with Facebook posts on the final day of the championships, to give the followers visual content and an eye at the stadium.
  • Return

Facebook

  • Followers/ Likes increased by 2,997.
  • Through the use of paid advertisements, there was a reach of over 40,000 persons each day over the period.

 

Twitter

 

  • Followers increased by 636 followers.

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Instagram

  • The coverage ended with 121 picture posts and 314 followers.

instagram 1

  • Reviews

tvj twitter 1 tvj twitter 2

instagram

  • Lessons Learned

  1. Large outdoor events for long hours require additional human resource by the IPP team.
  2. The IPP team must be equipped with additional resources
  3. Ensure that the company (person who contracted IPP) delivers on demands necessary to the completion of the assignment (example: accreditation, press passes) so as to limit the need for improvisation.

No Matter Your Status #LoveMore

In a relationship? Single? Married? Confused?

Separated? On the side? Divorced? Lonely?

No matter your status #LoveMore

Love More Banner

The #LoveMore campaign was designed and launched by IPP to reduce, demolish, obliterate, torpedo, flatten the international stereotypical behaviour of only outwardly showing love and appreciation on February 14, birthdays or anniversaries.

Loving is a social gesture, a form of companionship and should not be limited to persons involved in a sexual relationship. So, IPP took to social media and found five persons who only had two things in common: they were on twitter and are involved in the media. Why media personalities? They are exposed to diverse groups of persons and they either tweet often or have many followers. And since the campaign doubled as an internal competition for the team members of IPP, the latter was extremely useful.

IPP was in the process of restructuring and a good team building exercise is friendly competition. The #LoveMore campaign was initially intentioned to be organized by all members of the team. The good leader, Mr. Managing Director, realized that some members of the team were not getting as involved and as enthused as he would have hoped. So … how do you fix that? You let your members compete with each other- divide and conquer. Now you have two teams (#TeamPurple and #TeamBlue), each with three members given the task of executing individual group campaigns for two days each, during the week February 11-14.

Charged with the uphill battle of sourcing guest presenters, compiling a plan (outlined with hashtags, questions, images) and promoting the twitter chat; the teams even found themselves persuading the same personalities.

#TeamBlue featured Intense host, Talia Soares; Vlogger and Singer, Toni Blair; and Socialite and Event Promoter, Marlon ‘Musique’ Campbell. Diversity proved strong for #teamblue as they featured a male during their campaign. Promotion by their guests saw the increase in followers and interactions  during the campaign. Campbell’s girlfriend joined in on the chat confirming her likes and dislikes, when he was asked about things in their relationship. Lack of retweets in hashtags like #vdaysinglesplaylist and #loveyourself and the late start and lack of advisory before the chat with Talia, were faults noticed by the very critical twitter public.

Off to a great start with guest and entertainer, Denyque, #teampurple outshined #teamblue with their followers when comparing both teams on their first days. #TeamPurple also managed to snag the lovely Fi Wi Choice host, Amita as their other guest. Relationship pet peeves, cheating in relationships and heartbreak featured the discussion with both females. Twitter jail, lack of organization and scarcity in engagement on valentines day were downfalls of this team.

The teams overall contributed to the 562 retweets and the 21% increase in followers over the four day period. An amazing combined effort for campaigns planned in three days.

The edge in the victory went to #teamblue who were able to demonstrate good organization and good follow through in documented plans. However, competition and celebrations aside, let us not forget the underlying purpose of the campaign.

#LoveMore represents love for self, friends, family, acquaintances, team members, country. It represents pride, commitment, sacrifice and patience. And it most definitely lasts 24/7 365 days a year.

It’s Pixel Perfect Launches ‘DON’T QUIT” Campaign

By Glenford Scott – GSCOTTY.COM 

Life and marketing are all about how you’re remembered. In this complicated and noisy you won’t get a chance to get people to remember a whole lot about you, so you need to be very clear about what you want people to know about you. This is a lesson learned from someone who didn’t quit, even after being ousted from his own company. That man was Steve Jobs.

What we want people to know about us is that we believe in pursuing your dreams against all odds and going against the status quo to build or do something that will change the world for the better. We believing in holding steadfast to your passions and never giving up no matter what troubles you may be facing. We want you to hold fast to your dreams because you’re doing something for the greater good, something that gives you fulfillment and will in turn do the same for others.

We admire people who DON’T QUIT and simply set out to DO whatever they set their minds to, despite the naysayers. With that being said, we are launching our DON’T QUIT/DO IT campaign. Over the next couple weeks we’ll be highlighting a few memorable characters from history who didn’t quit. People who pursued their passions, and because they didn’t quit they inspired others, including us at It’s Pixel Perfect to do the same.

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Through this campaign we want to reaffirm our beliefs to the public and inspire the next generation of great thinkers and doers who will change the world for the better. We want to inspire them to not quit in their endeavours, but rather to follow the example of all the great people we will highlight throughout this campaign. We also want to use this campaign to pay homage to a man and a company that have been a huge inspiration for us at It’s Pixel Perfect; Steve Jobs and Apple. This campaign is reminiscent of Apple’s 1997 “Think Different” campaign put together by Lee Clow from Chiat Day which inspired us to think differently and set forth on this mission to bring Jamaican brands online and make them social.

“Whether you think that you can, or that you can’t, you are usually right.” – Henry Ford

DON’T QUIT