The Challenge:
Gigya and VH1 worked together to design, create and execute a widget advertising campaign with the goal of driving viewers to watch their new telenovela-themed reality show Viva Hollywood!. VH1 had two primary goals for this interactive campaign – create general awareness and drive traffic back to the VH1 website. The distribution plan drove widget installs – on a cost per install basis - to the social network profile pages of women between the ages of 18 and 34. The company and its agency, Carat, used Gigya's full-service solution for design, production and distribution.
The Approach:
The Gigya distribution network effectively delivered the budgeted number of Viva Hollywood widget installs – enabling VH1 to reach thousands of people interested in the show. The widget itself drove highly targeted traffic to VH1.com at an effective cost-per-click* comparable or lower than that of VH1’s typical banner campaigns. In addition, 50% of all widget installs drove clicks to VH1.com. Second, the campaign delivered key widget interactions specifically designed to foster meaningful engagement with the widget in order to drive show awareness and tune-ins. Those interactions included: reading show-themed horoscopes which were updated each week, watching videos of show excerpts, and visiting the "Meet the Cast" area of the widget to read personal details about show participants. Viewers also signed up to receive text message reminders to watch the show, which were then automatically sent each week on the day the show aired.
The Result:
The Viva Hollywood! widget campaign delivered highly targeted, user-endorsed impressions on users' social network pages, and all interactions and impressions both during the campaign and beyond were included in the original CPI budget. Post-campaign, the widget continues to deliver user-endorsed, VH1-branded impressions on user’s social network pages, along with clicks to VH1, at no additional cost.
*Widget campaign CPC is defined as the total widget cost-per-install media budget divided by the total number of clicks from the widget to the VH1 website.