When international recovery and compression sports clothing brand SKINS wanted to replicate the grassroots loyalty they had secured in Australia and the USA in Europe, they knew that word of mouth chimed with both their early underground viral success and their ambitions to be a challenging and empowering brand.
Proving that with SKINS ordinary people can achieve extraordinary things, 1000heads discovered Quentin Field Boden â€“ a 51 year old UK blogger and amateur road cyclist who had grand plans to ride the entire Tour De France route â€“ and made his dream happen. While Quentin trialled SKINSâ€™ new products by cycling the route three days before the professionals, uploading his experiences and engaging with cross-Channel sports communities along the way, a further set of influential cycling enthusiasts in the UK and Australia were sent SKINS products to trial at home through challenges that reflected the hardships of the Tour.
Spanning three countries simultaneously, Tour de Velo dramatically increased traffic to the international SKINS sites, generated high volumes of positive, independent WOM â€“ and positioned SKINS as the company that promoted the voice of the ordinary fan amidst the saturated brand promotions at one of sportâ€™s biggest events.
Back in December last year, we kicked off a huge global word of mouth campaign for Nokia entitled ‘N8 Producers‘.
We’re about one week away from the final closing date and the standard of entries we’ve had in is absolutely astonishing. Covering off extreme sports, special effects and just plain awesome story telling (sometimes a combination of all three) we can quite honestly say that there cannot be a more fantastic collection of campaign-based user generated content anywhere else in the world.
Here are some hard numbers (as of ten days ago)
9million opportunities to view content
10,000likes & comments in social
250,000 views across both YouTube and Vimeo
(withoutany bought media support)
3,700 episodes of conversation
With one awesome entry even being shown on ESPN!
(average audience of 275,000)
Every single entry is brilliant in its own way but, to whet your appetite, here’s a selection of what we’ve had in so far… and remember: each and every producer shot their film with their very own Nokia N8.
If you’ve not heard about it yet, it’s pretty big (with events being held all over the world) and it’sonly going toget bigger.
Globally, we’re going to be keeping ourselves busy supporting different activities on behalf of the headline sponsor (who also happens to be one of our clients) while locally, here in London, we’ll be doing our bit in the office with our very own:
“What the hell is that then?” – I hear you cry…
Allow me to explain:
To kick Social Media Week off with a bang, we’ve decided to setup the official#smwlondon / 1000heads Social Media Surgery.
With resident ‘Doctors’ Molly Flatt (WOM Evangelist), James Whatley (Marketing Director) and Tim Denyer (Group Development Director) each giving up their day to help all and sundry with their social media ailments, why not make an appointment now?
Tim’s your man if you want to talk integration, performance and measurement
Molls specialises in ethics, training and social business
And James (that’s me) will bring you the low-down on engagement, tools and presences
One-on-one private sessions are available (as are larger group sessions for up to eight people) throughout the day, and coffee and biscuits (quite nice ones) will be provided. While we can’t guarantee all problems will be solved immediately, we can promise to bring a little TLC to those in need.