What's Your Mission?
A user-generated content competition, designed to build brand love and make dreams come true for three lucky winners.
Campaign Overview
We created the “What’s Your Mission?” campaign to reinforce Gull’s ‘Fuel Your Mission’ brand positioning. Entrants uploaded their video or photo entry to a dedicated landing page, where all entries were displayed in a gallery and open to voting.
Our overarching theme featured our hero character dreaming of several aspirational 'missions', encouraging our audience to share their own dreams in order to win a share of $5000 cash. The campaign kicked off with the announcement video, featuring comically oversized heads to keep the campaign lighthearted, accessible, and in line with the Gull brand.
Print & Digital Advertising
The campaign advertising was printed on posters, discount vouchers and hand-out cards that were distributed across the North Island.
We also promoted the campaign over the Gull website and Facebook page, and ran several variations of our hero video as ads on Facebook & YouTube in order to reach relevant audiences. Once the entries started pouring in, we also shared some of our highlight entries to boost social engagement.
Entries
We had over 500 entries to the campaign, but we couldn’t go past TeamBuckley for the $3000 grand prize. Their entry was on brand, engaging, and they have an awesome mission to get to the BMX champs in Houston. The video performed exceedingly well with the Gull audience & targeted sports audiences, further increasing brand awareness and social engagement.
The 2x Runner Up videos - from an aspiring tattoo artist and creative dancer - both showcased big dreams in line with the campaign creative and had exceptional engagement and view rates, while the 'Most Votes' winner also proved to be a great brand fit.
Results
We set out to boost Gull’s brand awareness, and help to explain the ethos behind ‘Fuel Your Mission’. The campaign was a success with over 500 entries and a huge range of on-brand 'missions' from the Gull audience. We increased Gull's mailing database, boosted social engagement, gathered insight into Gull's market, and collected some great reusable content.
We also got to reward some awesome entries with cash prizes, helping to fuel the missions of Gull's fans!