Concept: Launch a fun and engaging meme campaign to encourage participation from agencies for the chance to win multiple cases of Babe and Whispering Angel rosé.
Objective: Drive awareness of Wyng ahead of the launch of Wyng for Agencies. Offer agency partners a fun and interactive way to share their #agencylife experiences.
Digital Campaign Index (DCI) Score: 140
We are taking a break from our normal Campaign of the Week programming to bring you our version of a #FlashbackFriday. For this week’s Campaign of the Week we are taking things all the way back to hotter and more humid times, June to be specific, when we launched our own digital campaign -- the Wyng #AgencyLife Meme It to Win It Giveaway.
For anyone that has spent time on the internet or scrolling through Instagram and Twitter, you’ve most likely encountered a meme. If you have not, we are highly flattered to be your very first introduction to meme culture! Memes are the ultimate in user-created content. A large part of the appeal of memes is the fact that memes evolve, get remixed and can be applied to all of life’s funny, sad, and weird situations. The fact that memes also aren’t created by one source only adds to their appeal. Anyone can create or even become a meme.
At Wyng, we love our memes and we noticed many of our agency partner love memes as well. So to build anticipation for our Wyng for Agencies edition and give our agency friends a chance to flex their inner comedian and potentially win enough rosé to last them half a summer, we unleashed the #AgencyLife memes.
The campaign ended up being a sleeper hit with our agency partners and lead to the creation of some viral worthy #AgencyLife memes that we continue to use and laugh at.
DCI Overview: 140
Our DCI score was a combination of an Engagement Score (ES) of 281 and Virality Score (VS) of 49. Our campaign has a much higher ES Score thanks to our focus on use-cases that helped to optimize our campaign and content for engagement. Including a scrollable meme gallery, multi-stage voting, and our #AgencyLife Spotify playlist, which all helped to keep consumers on our campaign page, clicking, scrolling, and viewing the meme submissions.
To increase sharing for our campaign, we implemented a two-step campaign to ensure high engagement and virality. The first phase encouraged agencies to submit their original memes to be judged by our panel of agency experts. In phase 2, we launched a fan faves voting competition to keep consumers engaged and sharing their favorites after the initial submission period ended.
After the close of the campaign, we continued to leverage the #AgencyLife meme content submitted in our other social and marketing activities, including in blogs and by highlighting our meme giveaway winner, read out our interview with Kathy from Studio Brand Collective here.
Check out more details below on best practices from our digital campaign that you can incorporate into your digital campaigns to increase Engagement and Virality Scores.
Engagement Score (ES): 281
Virality Score (VS): 49
A huge benefit of running a campaign rooted in co-created content is the opportunity to use and apply the content created during your campaign to future marketing and social activities. We’ve extended the shelf-life of our #AgencyLife meme campaign by incorporating content into our social and email activates, printed outreach materials and other tactics. Considering how you can continue to leverage campaign content is something all brands and agencies should keep in mind when planning and executing their digital campaigns.
View our #AgencyLife meme gallery here.
Learn more about how you can launch a meme campaign by contacting us here.