Komodo PR and Digital Communications has been working with Mozy to create consumer engagement for its online PC backup service. The campaign below demonstrates how Mozy went from data maps to Facebook apps, data encryption to Denise Van Outen, bytes to baby pics.
One of the greatest challenges for Mozy is motivating a change in consumer behaviour and perceptions so that they understand the benefits of back-up as well as over data back up on external hard drives, DVDs and USB sticks. To do this, Komodo needed to put online backup into context for consumer so that they could see its relevancy to their individual lifestyles.
Komodo’s first step was to create close consumer engagement by segmenting target audiences. Komodo identified “Families with Children” and more specifically “Mothers with Young Children” as the main target group for this campaign.
Komodo conducted research amongst the target audience, looking closely at their desires, concerns and media and social media habits. The findings showed that one of the leading channels for information was Facebook and that one of the favourite ways in which mothers used this social network was for sharing baby photos. These findings underpinned the strategic approach for the campaign.
The impact of the loss of baby photos would be unthinkable. This idea represented the perfect platform for the relevant discussion of online backup. Conceptually, though, online backup can be difficult to understand. So Komodo was careful to position Mozy in a way that enabled mothers to be guided through the Mozy service in a step-by-step process. But, as a new entrant to the UK market, creating advocacy in the mothers’ market was going to be crucial to encourage trial and eventual sales. This too, became a key criterion for the campaign.
The first action in the campaign was to ensure there was a section on the Mozy website where people could sign up for a trial for their service, limited only by the amount of data that could be backed up online. The idea behind this was to create a no-risk option for people to try and educate themselves about Mozy without having to sign up for a paid-for service. A landing page dedicated to Mums was also created, to promote the Free 2GB Mozy online service and entry to an exciting photo competition.
Following this, Komodo created a bespoke Facebook app to host a baby photo competition entitled ‘Mozy’s Unmissable Moments’. This sat on the Mozy Facebook fanpage and an entry mechanic was set up so that when people entered, they could encourage their friends to vote for their photo in order for it to be shortlisted as a finalist.
The app was built in such as way so that the competition would be as viral as possible. When people entered the competition, the app notified all of their Facebook friends by sharing a post on their wall. This, in turn, encouraged others to enter or vote for their favourite entrants.
To build further advocacy for Mozy and build a deep emotional connection with our target audience Komodo approached Denise Van Outen, who had just given birth to a baby girl called Betsy, to front the campaign.
Komodo placed three profile interviews with Denise Van Outen and as well as talking about the competition, Denise talked about the importance of backing up baby photos, so that if anything ever happens to readers’ computers, they wouldn’t lose these precious memories. Denise also made the final selection from the shortlist, choosing the overall winner of the competition.
Following the judging of the contest, Komodo used the winning pictures to help maintain the buzz around the contest and continue to promote the Mozy service. Komodo secured an exclusive front-page story with Pick Me Up magazine who interviewed the winner of the competition about her experience.
Consumer engagement shot up from day one as the competition had nearly 2,000 entries and over 30,000 people entered their votes for their favourite baby photo. The top six photos had 10,000 votes between them.
Thanks to this campaign, Mozy featured heavily in the target consumers’ conversations. As well as securing over 30 pieces of coverage, Mozy’s Facebook fan page hosted discussions about the competition with many people commenting on each other’s entries.
In fact, the campaign completely changed the fan base of the global Mozy Facebook page. Before Komodo started, the fan page had very few UK fans - now 40% of fans are now based in the UK. The increase in Facebook fans has been a significant opportunity for Mozy to continue a two-way dialogue with current and potential clients. The competition increased the number of Facebook fans by over 80%, all of whom are now opted in to receiving information on Mozy.
The Facebook app itself also became the sixth largest referrer to the Mozy UK website whilst the contest ran. This was also the first time the website regularly achieved over 1,000 hits every day.
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