AGAIN Interactive - SoMe Award Submission 2014

1. © 2009-2014, AGAIN Interactive – Proprietary + Confidential
Submission For
SOCIAL MEDIA AWARDS
April 18, 2014
1D + OD #TOGETHER
featuring
Good Influence Technology

2. © 2009-2014, AGAIN Interactive – Proprietary + Confidential
To support Office Depot's 2013 Back-to-School effort, AGAIN partnered
with Office Depot to launch a rich social experience that served as the
primary online destination for OD's "#Together Against Bullying"
collaboration with the band One Direction (1D). Office Depot would
sell exclusive, limited-edition 1D merchandise and would donate a
portion of the proceeds to fund an educational anti-bullying
campaign in schools across the country.
2
#TOGETHER CAMPAIGN

3. © 2009-2014, AGAIN Interactive – Proprietary + Confidential
Tasked with leveraging the massive popularity of One Direction to
support Office Depot’s relevance and brand appeal to a younger
audience, the team created a fully integrated social experience
designed to drive maximal awareness of the campaign among One
Direction fans, encourage sharing of content and overall engagement
at scale, and of course, drive product sales.
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THE CHALLENGE

4. © 2009-2014, AGAIN Interactive – Proprietary + Confidential
The team created a social activation that
capitalized on fans’ enthusiasm, transforming
them into campaign advocates.
Using our proprietary Good Influence
technology, we challenged 1D fans to share
campaign content and drive site visits in
exchange for a chance to win special
merchandise.
Each fan who registered was challenged to
to prove they were one of 1D’s 50 biggest
fans by driving the most clicks to the
campaign website from a custom link
generated by the Good Influence
application. The technology provided a user
home page for each participant to track
their results and facilitate their social posting
of campaign content.
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USING GOOD INFLUENCE TO GENERATE AWARENESS

5. © 2009-2014, AGAIN Interactive – Proprietary + Confidential
The team also created a socially-fueled
campaign hub on OfficeDepot.com which
incentivized purchase behavior by providing
unique opportunities to create and showcase
content.
The page was sectioned into 4 pieces:
• Products
• An application to facilitate users’ creation of
custom social profile artwork
• A promotional panel for the Good Influence
contest
• A social “hub” featuring user-generated
content featuring the #together hashtag
Visitors were also able to click through to a
gallery containing exclusive One Direction GIFs
and video content.
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… AND SALES

6. © 2009-2014, AGAIN Interactive – Proprietary + Confidential 6
…AND FANDOM
The online destination quickly became a hugely popular
destination for the massive One Direction fan base.

7. © 2009-2014, AGAIN Interactive – Proprietary + Confidential
During the course of the campaign, Office Depot saw an increase in
engagement on social channels of more than 10x over historical
averages, as well as growth of social fan bases as high as 35% across it’s
various social channels. Other remarkable campaign metrics include:
• 46,000+ registrations for the Good Influence contest (with associated CRM data
for those of age that could be used for future marketing purposes)
• 10.9+ milllion visits driven to the campaign landing page on OfficeDepot.com,
• On one day alone (August 5th), OD saw 51,000 site visits from Twitter, which
represented, 4x the total site referrals from Twitter in previous full-year (2012), and
2.5x the total in the year-to-date previously.
• The #Together campaign hashtag was used more than 325,000 times, by more
than 159,000 unique users contributing to the 491+ million campaign
impressions that were driven across social/digital channels
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…AND RESULTS

8. © 2009-2014, AGAIN Interactive – Proprietary + Confidential
A powerful technology application that easily
integrates into any website and helps
organizations of all sizes use the influence of
existing customers to drive awareness and trail
among potential customers.
By simply installing Good Influence’s
JavaScript snippet on any website, customers
are engaged and motivated to share on
social media. Then, the platform measures
the sequential impact of those shares in real-
time, in terms of incremental
awareness, engagement, and revenue.
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ABOUT

9. © 2009-2014, AGAIN Interactive – Proprietary + Confidential
START AGAIN.