April 30, 2013, posted by iq
IQ Wins 3 Gold Horizon Interactive Awards
3 entries, 3 gold awards.
The Horizon Interactive Awards is a prestigious international competition recognizing outstanding achievement among interactive media producers from all over the world.
We created a simple narrative in which tiny gifts come to life, in order to help CIT employees connect with their contacts. Production was as follows: First, the team created concept boards, depicting different ideas of how to approach the card. Next, the team got to work with simple storyboards, depicting the basic story and messaging. Then, they created a mock desk set in the studio, shooting 24 still images for each 1 second of video.
The result was an endearing, simple, and concise 30-second stop-motion video. The messaging was then translated into 9 different languages, so that the video could be shared across the world.
Neenah Paper’s Astrobrights
Starting with no fans, we built to over 26,500 Facebook fans and 55 million impressions using social, sweepstakes contests and paid media. A crucial part of this growth came through our bi-weekly crafting contests, which were supported by origami style display ads featuring Neenah Paper’s Astrobrights products. We followed our crafting contest series with a school-based sweepstakes, driven by display ads, UGC and original content created for Astrobrights. The ensuing sweepstakes lead to more brilliant user-generated content—we gained survey response data and over 2,500 email opt-ins for Astrobrights!
The overall cost per click of all media tactics went from an average of $5.90 in week 1 to $2.81 by the end of the campaign, lowering the CPC by 53%. Facebook was our most successful paid tactic in terms of Cost-Per-Click (CPC) and Cost Per “Like” (CPL). The average Facebook CPC was $1.50 and the average CPL was $2.06. Through ads, we generated 20,000 total fans and the CPC and CPL continually lowered as the campaign progressed.