acticity 6: Return on Investment (ROI)

Overview of #showyourcolour campaign

  In 2012, as Beats launched new colored headphones they want it to inspire people to create big movement toward their product. For doing this they know that self-expression and individuality are the key source for the target audience, which means more opportunity to self express will  bring more loyalty and engagement. To start this beat took #showyourcolor campaign in the 2012 London Olympic. They encourage Olympic stars to express themselves with headphones in their national colors by taking photos and upload to the Olympic event web page. Following the Olympics the campaign went to around the world to invite young people to express and celebrate their uniqueness. This event made high quality of profile installations and fans were invited Facebook and Instagram which resulted achieving the goal - creating an army of Beats fan.

ROI for the #showyourcolour & Benefits

Tangible benefit

• Commercial success: Beats accounted for 80% of all premium headphone sales in the US during the holiday season in 2012, 50% of all head phone sales. Reaching out 180 countries.
• Additional 1.7 million fans joining the Beats Army, 76% growth Instagram followers, a 57 % increase in YouTube subscriber.

Intangible benefit

• Established the brand as a leader in the global culture of self expression

My Reflection about their ROI approach

 
  My first word for the campaign is "clever", the Beats have found the exact source (self-expression) to engage the audience.  And they have combined this with the world biggest event Olympic which promise to have audience from all around the world. Also, using young althetics was good enough for fascinating young people to yearn to be like their Olympic stars. As can see from their stormy success on the campaign, the clever gradual movement deserves this results.


Reference
Holloman, C.(2014). The social media MBA guide to ROI :How to measure and improve your return on investment. Hoboken: Wiley.