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This week we’re celebrating Skype’s 10th birthday! Skype has brought millions of people together even when they’re apart. It’s amazing that more than 1.4 trillion minutes of voice and video calls have been made using Skype which is, equivalent of more than 2.6 million years of conversations made in only ten years’ time!
So to celebrate we wanted to share a great case study with you (we did want to share some birthday cake but the team ate it all!)
A few months ago James Bennett, Senior Account Executive at Microsoft Advertising UK wrote about how Microsoft partnered with MGOMD, DG MediaMind and Specsavers to create a clever way to enter the ‘Spectacle wearer of the year,’ competition via his Skype blog ‘Ground-breaking UK Media first as Skype enables entries for Specsavers Campaign’.
The campaign appeared on Skype’s interface, encouraging users to click on a display ad or leader board to activate their webcams. From there they could take a picture of themselves wearing glasses to enter the competition with the chance to win the top prize, a trip for two to St Lucia. It was the first time Skype has been utilised in such a way and the idea was to spark additional topics of conversation and generate fun and interactivity between friends, family around the Specsaves brand.
The campaign ran until the end of June and the results are in:
The Specsavers campaign saw significant increase in brand consideration, brand recommendation, and purchase for those who saw the ads. Furthermore:
Tim Langlois, digital marketing manager at Specsavers said in a statement, “Our strategy was to target environments where users are likely to have camera-enabled devices for the first time, to ensure a low barrier to entry – Skype was a no-brainer here as more than half of its users are utilising webcams. This is also the first year that we’ve included age-specific categories for entrants, so a platform that allows us to reach the relevant age groups was vital.”
Happy 10th birthday Skype!
Solution Strategy Lead, Skype, Microsoft Advertising UK
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