Working in Cohn & Wolfe’s Digital and Technology team for teen social network Piczo, I was asked to come up with ideas that would boost site visitors over the summer months, without spending a fortune.
Knowing that there’s no such thing as an average teenager, I suggested a combination of campaigns, each designed to reach a different teen demographic.
The first was linking with publishers Penguin, the second a team of Piczo-branded freerunners backflipping their way around UK teen hotspots, and finally, partnering with top teen magazine Bliss to win the chance to go on a VIP celebrity photoshoot.
The Piczo My Penguin Competition on attracted over 2.7 million hits, the Piczo Parkour team gave out nearly 10,000 stickers and wristbands and entries rolled in for the Bliss competition.
The Penguin Piczo partnership was featured in Metro and each campaign was covered comprehensively on blogs as well as in marketing and online press.
The campaign resulted in an uplift of web visitors and subscribers, as well as interest from potential advertisers, and a well known children’s charity contacting Piczo with a view to working with them.