If content is king and distribution the queen, with this campaign we had the opportunity to create the perfect marriage
As part of Decathlon’s summer 2016 #PlayEverywhere campaign we launched an action specifically aimed at promoting interaction on social media. At Zoom, as the brand’s digital agency for social media, we worked alongside &Rosás, the creator of the promotional pieces, to provide an optimised plan for the outreach strategy and media investment.
“El caso del verano” was the title given to this detective-style story. On an ordinary day at the beach, a group of children are playing football by the sea while a woman sunbathes nearby. A football is kicked with force and deflects, landing next to the woman and covering her towel with sand. Who is the culprit? The boy who kicked the ball, the goalkeeper for not catching it, the stone that made the boy lose his balance, the woman who came to the beach late and decided to settle near the children, or is it Decathlon and the tempting prices of the #PlayEverywhere products that let you play anywhere you want to? With this story and the accounts of each suspect, the users played the part of the jury through an online vote which was part of a campaign that ran for 15 days.
The pieces created for “El caso del verano” consisted of a minisite, promotional social media posts and the videos (a teaser introducing the case, a longer explanatory piece, 5 short capsules about each of the suspects, and the video of the final resolution). The campaign’s outreach strategy focused on Facebook and Instagram so the video pieces could benefit from the Custom Audience tools. This enabled the implementation of an optimised plan which guaranteed that relevant content was shared with the right users thanks to feedback on audience behaviour being available throughout the campaign.