• Work
  • Harvey Norman — Australia's Most Lovable Pet
RETURN TO WORK

THE WORK

pets-hero-image

THE THINKING

Harvey Norman asked the Australian public: "Do you own Australia's most lovable pet?"

With a $10,000 first prize, plus runners-up and 'people's choice' prizes up for grabs, the competition drew a lot of attention and successfully increased the Harvey Norman PhotoCentre database.

OBJECTIVE

To grow the Harvey Norman PhotoCentre database and increase Facebook likes.

OUTCOMES

18,062 Total Entries
15,078 Total Shares
Pets-Portfolio1
Pets-Portfolio2
SEE MORE DETAILS

Case Study

CLIENT

Harvey Norman

CAMPAIGN

Australia's Most Lovable Pet
Total entries: 18,062 Total shares: 15,078 (14,229 via Facebook; 624 via email; 225 via Twitter) New PhotoCentre Accounts: 11,252
  • 24,314 photos of cute pets were uploaded.
  • Increase in Facebook page likes of 255% since launch.
  • Mobile/Tablet entries equated to 67% of all entries into our Facebook People's Choice promotion.

SUMMARY

XCOM and Harvey Norman have now run this competition twice. Initially doing a very successful Facebook App in 2012, XCOM were now tasked to again develop a Facebook application PLUS a mobile/tablet friendly version. Both applications were also extended so the entry mechanic utilised a two-way API with the Fuji PhotoCentre.

OBJECTIVE

To grow the Harvey Norman PhotoCentre database and increase Facebook likes.

SOLUTION

XCOM developed two distinct applications, each with an unique look and feel; a Facebook-based campaign for desktop and an m.site for mobile and tablet entries. Australia's Most Lovable Pet campaign delighted existing and new fans with the chance to upload a photo of their pet and enter a caption to win a $10,000 first prize, plus runners-up and 'people's choice' prizes.

The 'people's choice' prizes up for grabs were entirely dependent on the number of votes that entries received via the Facebook or mobile apps – encouraging and incentivising considerable user sharing of the campaign.

CAMPAIGN COMPONENTS:

  • Purpose designed & built Facebook App for desktop entries
  • Purpose designed & built m.site application for mobile & tablet entries
  • Purpose built back-end viral engine with triggered email functionality
  • Photo upload functionality, allowing for landscape & portrait photos in a wide variety of formats
  • Two-way API with Harvey Norman (Fuji) PhotoCentre - with entrants via the PhotoCentre website being added to XCOM's 'People's choice' gallery, and entrants via our applications having accounts created on the PhotoCentre site
  • Full gallery function allowing viewing, sharing & voting for entries
  • Voting mechanic for easy 1-click voting - within desktop & mobile apps, and even from external landing page independent of apps
  • Online real-time reporting dashboard for client to monitor results, view photos & captions & shortlist finalists

RESULTS

  • 18,062 Total Entries
  • 8,709 Mobile Entrants
  • 5,087 PhotoCentre Website Entrants
  • 11,252 New PhotoCentre Accounts created
  • 14,229 Facebook Shares
  • 24,314 Photos uploaded
  • Increase in FB likes of 255%, FB Likes pre comp: 5,600. FB Likes post comp: 14,300