Client: Snapfish by HP (San Francisco)
Agency: Porter Novelli (New York)
Campaign: Spread Some Snappiness
Duration: December 9, 2010 – January 7, 2011
The holidays are a critical selling season for Snapfish, HP's photo sharing and printing site. To engage and grow its customer base and increase sales, Snapfish and AOR Porter Novelli launched the “Spread Some Snappiness” Facebook campaign, in which people shared photos and messages to someone who positively impacted their lives. Both people were given a $5 Snapfish coupon, and 10 users whose images that got the most “likes” won a year of free prints. Snapfish also donated $1 to the Make-A-Wish Foundation, with which HP has an ongoing relationship, for every person who shared a photo (capped at $150,000).
“We needed a concept that worked for the holiday period, but that could continue to be developed moving forward,” says Barry Herstein, general manager of the Americas and global chief marketing officer at Snapfish. “‘Spreading Some Snappiness' spoke to the core idea that underpins how consumers think about this category and Snapfish. We wanted to create something that demonstrated that.”
Caroline Titmuss, SVP Porter Novelli, explains that driving advocacy is key and research had revealed that the joy of sharing resonated powerfully with the target audience.
Herstein adds Facebook is a very important touch point because so many consumers upload photos from the site. Additional outreach included Twitter, a newsletter, media relations, and the Make-A-Wish Foundation's network.
The campaign launched December 9, coinciding with a spot on Live! with Regis & Kelly (during “Holiday Gift Week”). Audience members each got $500 of Snapfish credits, and the show's website promoted the campaign.
A tab was created on Snapfish's Facebook page, and information was also posted on Snapfish.com and Twitter. The Make-A-Wish Foundation drove traffic to Facebook and the website. Snapfish's December newsletter also prompted the campaign, and a billboard near Snapfish's office encouraged employees to activate their personal networks.
Porter Novelli reached out to mom blogs, regional dailies, PR/marketing trades, consumer/lifestyle sites, tech/app bloggers, and entertainment/Regis & Kelly fan sites.
Herstein reports the “strongest performance ever” in terms of holiday sales, and he “feels confident the campaign contributed.”
Between December 9 and December 31, Facebook fans increased from 148,005 to 164,160. The campaign tab got 220,856 visits and 49,393 wall posts. Nearly 15,700 coupons were redeemed, and 4,404 photos uploaded.
Media impressions hit 4.5 million in outlets including Bloomberg, CNBC, and Cool Mom Tech.
Herstein says the Spread Some Snappiness idea has become a core expression of the brand. The next iteration of the campaign is being planned.