Custom UGC Cause Campaign

Challenge

Cogeco Cable is a telecommunications corporation providing Digital TV, Internet, and Telephony services, and they were looking to design an experience that highlighted the pillars of the communities that the company serves, while also bolstering engagement, awareness, and acquisition on their main social channel: Facebook. The challenge was creating an engaging application experience that allowed Cogeco consumers to nominate one another and make people feel good about helping others throughout the community.

Solution

The experience that was created included an intuitive nomination userflow, open only to fans of Cogeco, and featured an interactive map that allowed for engagement with nominations throughout the region. A robust moderation dashboard on the back end of the Social Engagement Platform (SEP) allowed the brand to moderate user-generated submissions, a language toggle allows consumers to switch back and forth between English and French for their consumers in Quebec, and a leaderboard on the front-end created a compelling game mechanic that encouraged users to nominate more Everyday Heroes from their community, and to campaign for the people who truly make a difference.

Results

This program ran from April 24 to June 22 and resulted in nearly 50,000 social actions, which pushed earned media stories into the Facebook graph boosting awareness and acquisition for the brand. By the end of the program, the two Facebook presences had grown by a combined 580%.