Flip Your Profile
Issue 22 | March 2012
Agency
DDB/Tribal Singapore
Creative Team
Chief Creative Officer: Neil Johnson; Executive Creative Director: Joji Jacob; Creative Director: Thomas Yang, Creative Director, Terrence Tan; Head of Tribal: Jeff Cheong ; Senior Copywriter: Vinod Savio ; Senior Art Director: Sham Nassar ; Art Director: Suhaimi Saadan ; Copywriter: Naresh Kumar
Production Team
Head of Production: Jackie They
Other Credits
Head of Technology: Wee Lee Yeo; Ass. Director of Technology: Ciaran Lyons; Lead Technologist: Augustine Low; Digital Architect: Gerald Yeo; Developers: Rosslyn Chay, Boby Ertanto, Ng Chee Sheng, Viknesk Kumarr
Date
2011
Background
The objective of the campaign was to increase brand awareness in markets outside the US. The campaign was targeted new customers who had not heard of or had bought Flip Video Cameras.
The common factor across all the markets Flip Video was trying to penetrate was the high usage of Facebook. So the idea was to reach the new audience through social media.
Idea
Facebook users were enabled to replace their static profile pictures with moving, breathing, sound-generating profile videos. And each of these profile videos, sitting on the web's most valuable real estate ended with a brand message for Flip Video cameras. In other words, each profile video was a personalised brand ad for Flip Video. Users could also buy Flip Video cameras via their Facebook page.
Results
Flip Video cameras gave the world a new way to shoot and share and in exchange received millions of free media impressions.
700,000 users flipped their profile.
Profile videos were viewed over 5 million times per day.
An average of 50 profile videos were uploaded every minute.
Thousands of brands, bands, artistes, filmmakers and businesses flipped their page. Total reach across users and pages exceeded 21 million.
The campaign featured in over 500,000 blogs with an estimated media coverage valued at over $20 million.
Our Thoughts
If brands can give people