As a product whose benefit was user-generated-content, we got potential and actual users of the product to create our campaign, empowering Aussie v-loggers to generate everything from product feedback to the design of the promotional materials in-store and effectively, the brand campaign. We focused our energy on Australia’s most popular YouTube personalities, giving several of them the product to road-test for 4 weeks. They replied by posting videos featuring the product, maintaining blogs of their user experience and by discussing product features with interested users on their pages. Each week, the community of users we recruited helped to create materials to promote the product – including a custom screensaver that ran on screens at the point of purchase across Australia. The online activity then doubled as in-store demonstrations of product quality, allowing sales people to communicate directly with our YouTube personalities and vice-versa in an ongoing dialogue.

Budget = $10,000In the first four weeks:1,500,000 views on YouTube and AOL.9,000 comments registered.

National coverage for the product and campaign across key media.17 million media impressions.In the end, for every $1 spent, we made $7 back.Campaign now being rolled out internationally.