Single's Day Social Takeover
Singles Day, also known as Bachelor’s Day, is a consumer holiday in China and the world's biggest online shopping day of the year. Last year, Chinese consumers spent almost $9 billion online through Alibaba stores alone in just 24 hours. Singles Day takes place every year on November 11 and in 2013, Chinese consumers spent over ten times what US consumers spent on Black Friday and Cyber Monday combined.
Possible produced a thought leadership piece and video about Singles Day to show our local knowledge in the Chinese market. They was combined with an AdAge Premier Sponsorship campaign. My task was to drive traffic to this content using our social channels and to support the messaging around this promotion.
Our Design Director, Tony Aguero, created some great illustrated characters to support the story. I decided to use these characters to take over all of Possible’s social channels for Single’s Day as we launched the story. Using Tony's artwork, I redesigned all of all social channels with the Single’s Day theme and dropped the characters into all of the posts that day, including photoshopping them into office photos that I shared on Facebook.
With a tiny budget of $300 for sponsored posts – Total Owned Channel Paid Media on that day drove +188% more visits than the high dollar AdAge Premier Sponsorship.