This campaign was created and entered by Aaron Beashel, Director of Marketing @ Launchpad6.

2. Brief:
Create a digitally lead campaign targeting 18-24YO’s to drive
home the message that V is the catalyst for unexpected and
memorable social encounters

3. Research:
According to ComScore, the 18-24 YO bracket are the heaviest internet users in Australia, spending an
average of 25 hours per month online.
Social Networking is the most popular activity in terms of time spent online, accounting for more time
than shopping, email, news, search and games combined.
Facebook is the most popular social network in terms of both reach and stickyness, reaching 75% of
the Australian internet audience and engaging them for an average of 5 hours every month.
Within Facebook, the most popular feature is the newsfeed with users spending 27% of their time
browsing through the stories.

4. Research:
Conclusion
With only $50,000 budget, we need to create a campaign that will organically reach and engage users
where they spend most of their time online, the Facebook Newsfeed. To achieve this, we must create a
campaign that inherently produces large amounts of high-quality, shareable content that will virally
extend campaign reach far beyond the allocated Media Spend.
Most importantly however, each and every single piece of content must enforce the message that V
powers social encounters and that ‘It all starts with V’

5. The Idea
Create an application that makes the user the protagonist of a
story. A personalised, humorous and highly shareable story of a
weekend that starts with V and ends with unexpected and
memorable social encounters.

6. The Stories
The stories will be randomly generated from templates and take into account known factors that
in uence a persons sharing behaviour, such as humour, desire to entertain others, self-perception, etc.
Stories will be personalised using data from Facebook’s social graph in an attempt to create humorous
connections with real-life places, relationships, tastes and events
Stories will be humorous and feature a select number of recognisable characters from the users group
of friends, meaning they’ll want to share the story with their wider friendship group.
The stories will be appropriate to the age group and walk the line between ction and non- ction, prompting
users to think this could actually be possible with V
The stories will feature humorous interactions between the characters, making V a topic of
conversation when members of the story are together in real-life social situations (possibly at point of
sale).

7. How It Works
Users will be drawn to the Facebook Application or Microsite through the designated media spend
Users give the story application permission to their Facebook data and are asked to tag 4 friends in the
story. 2 friends of the same sex and 2 friends of the opposite sex.
The application will then return them a humorous story about a crazy weekend they will one day have
with the 4 friends. A weekend that ‘Starts with V’.
The app will then notify the users 4 friends that they have been tagged in a humorous story and create
a ‘edge’ on Facebook which will appear in the Newsfeed of each users friends.
Finally, users will be prompted to download the iOS or Android App, which allows them to create and
share stories from their phone when with friends in real-life social situations

8. Example Story Black indicates content personalised through Facebook Open Graph
John is walking down the street with Mary, having had dinner at a local restaurant. Unbeknown to
their friends, they have been dating for 2 months and had recently adopted a ferret together.
They go back to John’s house and share a few V energy drinks. As is the case when drinking V, they nd
themselves energised and decide to head out for the evening.
As they walk towards Avalon, they come across a house party. Feeling spontaneous, they wander
inside to scope the place out. Upon arriving at the dance oor they see their friend Fred kissing a really
cute girl in the corner. Laughing loudly, they run and jump on Fred only to discover the cute girl is
actually their other friend Alice.
......

9. The Execution
The stories will be written by a professional comedic writer. He will be given a brief and
guidelines but will be free to explore different paths. Client will sign-off on all stories.
The Social Encounters Microsite & Facebook Application will be built and the Facebook App added to
the V Facebook Page. The Mobile Applications will be built and added to the respective App stores.
A promotional video will be created showcasing the Application. It will be promoted via Video Ad
Inventory on destination websites with high reach across the target demographic.
Display Advertising will be purchased on websites relevant to the target market
Facebook Ads will be used to drive users to the app. Taking advantage of their social features, targeting and
reporting capabilities when directing to an App in Facebook.
V’s owned media assets will also be used to raise awareness of the App amongst their community (Facebook Fans,
Twitter Followers, Email Subscribers, etc).

10. The Budget
The $50,000 budget for the campaign will be allocated as follows:
$15,000 Development of Facebook Application, Microsite & Mobile Applications
(as quoted by Launchpad6)
$3,000 Production of campaign video (as quoted by Red Humpy Productions)
$32,000 Media Spend

11. Targets
Using Viral Reach Models, we can predict potential results and therefore set appropriate targets.
Initial Users Generated by Media Spend 1000
Percentage of users who will share content 50%
Number of people each user will share the content with 230 (Avg. Facebook friends for age group)
Conversion Rate (Users who are exposed to campaign and then use app) 2%
Cycle 1 Cycle 2 Cycle 3 Cycle 4 Cycle 5 Cycle 6
Starting Users 1000 3,300 8,590 20,757 48,741 113,105
Potential Reach 115,000 264,500 608,350 1,399,205 3,218,172 7,401,794
New Users Created (2%) 2,300 5,290 12,167 27,984 64,363 148,036
Users at end of each cycle 3,300 8,590 20,757 48,741 113,105 261,140
Note: This model takes into account the fact that existing users aren’t likely to continue sharing their story in each cycle. It does not take into account friend-
crossover or the potential for the Facebook Edge to not be seen. This would be nearly impossible to calculate.

12. Targets
Based on the Viral Modelling carried out on the previous slide, we have set the following targets:
7mm Potential Campaign Reach
250,000 Users of the Application on Facebook and The Microsite
100,000 App downloads across iOS and Android Devices

13. Possible Variations & Continuations
Extend the challenge to all users to carry out their ultimate weekend. Have them take photos with
their friends at each location and upload them to their Facebook Timeline. Use an App called Timeline
Movie Maker to create a lm from their photos which users can share with their friends or submit it for
the chance to win $10,000. V can re-purpose the content across it’s various media assets to further
promote the brand message.
Build the app in such a way that users can choose to incorporate other App users (not friends) in their
geographic area into their story. Users would then be encouraged to meet up with these new friends
and re-create the social encounter. This could tie into the above idea and give them the chance to win
$10,000 together.

14. This campaign presentation has been created by:
Aaron Beashel
Director of Marketing @ Launchpad6
aaron@launchpad6.com
To download an excel spreadsheet of the Viral Model featured in this presentation, visit
http://aaronbeashel.com/two/viral-model