MOZY’S UNMISSABLE MOMENTS WITH DENISE VAN

OUTEN

THE CHALLENGE

Online backup is not a topic that is easily understood by consumers, with few people actually giving it a thought. That is, until disaster strikes and computers crash, are accidently left on trains, or are stolen… and irreplaceable photos, music and documents are gone forever.

Our client, Mozy, the world’s leading online backup provider, asked us to raise the profile of its service amongst a target group of consumers, parents, with an aim to drive signups and sales.

But how exactly did we go about making online backup a front-of-mind issue with parents, when they are already busy with, well, parenting? With a topic that can be quite dry* Komodo set about putting this into context for parents.

*not our words!

WHAT WE DID "As a new mum, I know how quickly time flies by – your baby just grows and changes every single day.""I’m very excited to be involved in helping to judge the Mozy Unmissable Moments baby photo contest, and would love to see other parents’ favourite photos of their little cherubs."

—Denise van Outen

"As a new mum, I know how quickly time flies by – your baby just grows and changes every single day.""I’m very excited to be involved in helping to judge the Mozy Unmissable Moments baby photo contest, and would love to see other parents’ favourite photos of their little cherubs."

—Denise van Outen

• After studying audience desires and social media habits, it was clear that Facebook was a leading channel for conversations amongst parents, in particular, mums.

• We all know one (or are one ourselves!); Mums that just love sharing updates and snaps of their new babies with their friends and family, through Facebook

• So Komodo decided to get Mozy involved in the conversation by creating a Facebook competition app, hosted on the Mozy Facebook page. Through this, parents could submit their baby photo for a chance to win, and the public could vote for their favourite snap.

• To explain the importance of online backup, and to encourage parents to enter, Komodo hired TV star and new mum, Denise Van Outen to promote the competition and be the judge

HOW WE DID IT

• Placed profile interviews for Denise to promote the competition in selected media, including the Daily Mirror and Woman’s Own, to coincide with the launch of the Facebook competition

• Managed Denise’s social media channels (Facebook and Twitter) to promote competition to her legions of fans

• Targeted Facebook CPC and online seeding campaign to target new mothers across the UK

• Kept conversations around the competition front-of-mind, with regular posts, tweets and messages to drive conversations

• After the winner had been selected, placed an exclusive interview with Pick Me Up and the winner, to talk about the heart-felt story behind the photo, and why she was so pleased to win Mozy’s “Unmissable Moments” competition

Winner!Winner!

RESULTS

• 2 interviews with Denise Van Outen•1600 entries into the Facebook competition•Over 30,000 public votes to choose the finalists• Over 30 pieces of national, online and lifestyle media clippings•The Facebook app became the sixth largest referrer to the Mozy UK website•www.Mozy.co.uk experienced over 1,000 hits daily, for the first time ever!•During the competition, Mozy signed up a new customer every hour •The top six photos had 10,000 votes between them.

Like what you see?Get in touch with us at:Email: info@komodopr.comTwitter: @komodoprTel: +44 207 680 5520