[JUDGING] Mistress Calia
Section: Best Multiplatform Campaign - No budget
Organisation Name: Mistress Calia
Campaign Questions
Name Of Brand Client
Mistress Calia
Campaign Name
CaliaCorp 3
Personpeople Who Led This Campaign
Calia
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
What Objective For Campaign
The objective for this campaign to drive more unique users to mistresscalia.com, resulting in an increase in conversions to subscription.
Outline Your Strategy For This Campaign
This campaign was run as an effective massively multiplayer roleplaying experience, alongside a series of content releases.
It functioned as follows;
A series of audio dramas were scripted, recorded, edited and scheduled for the month of August - these are what the customers subscribe on the website for.
To help promote them, a series of mini audios were commissioned from smaller creators who were happy to offer their time in exchange for the exposure.
In addition, both Twitter and Bluesky accounts supporting had their names and theme updated to match the theme of the content - a cyberpunk/dystopian corporate future.
The final, and most important piece was offering potential customers a chance to become qualified leads by allowing them to apply for the fictional company featured in the content - CaliaCorp.
To do so, they completed a google form, and were sent weekly tasks to complete - which resulted in a large volume of user generated content, and promotion on social media.
The applicants were separated into themed groups, which included creating media, social media promotion, and ideation for more content.
Over 600 people applied, and each week those who did not complete their task were 'fired'. Many requested to stay involved.
The users shared social media posts with creations from other people involved, making it a holisitc UGC-driven campaign.
What Were The Outcomes For This Campaign Metrics Next Question
On socials, the campaign was widely shared on both platforms I use such as x and Bluesky, and beyond that on Reddit, Tumblr and more, growing beyond any reach I could achieve alone thanks to the massive increase in user-generated posts and the content created for them.
The website saw such an influx of visitors I had to upgrade my hosting plan.
And subscriptions grew substantially, with a sudden, sharp increase in paying customers.
What Are Your Metrics For This Campaign Real Metrics Please
Subscriptions grew by 529 users, an uplift of 81 on the previous months, with a projected yearly increase of €15,600 resulting from this campaign alone.
Sessions on the website increased by 12% to 102,000
Pageviews grew by 16% to 457,000
Total users increased to 62,000, up 8%
Bounce rate dropped by 4%
And new users grew by 8% month on month to 55,000.
Is There Anything Else You Want To Add Be Brief
This campaign shows that user-generated content is extremely valuable as both a marketing tool in raw metrics, but also as social proof. The FOMO created around the content itself with so many talking about it appears to be the main driver of success across the month the campaign ran.
