Midway through 2018 Arlo, the world’s leading smart security and home automation technology provider, approached us to take over and manage all their social media and content marketing across Europe.
Following a consolidation of nine local agencies within each territory, we supported the roll out of a high impact, insight-driven pan European social-led content strategy.
Arlo wanted to create an awareness and engagement campaign that not only helped continuously engage current brand advocates, but would leverage this brand love to significantly grow their customer base.
Through the use of our social listening tools Sysomos and Falcon, we unearthed some key insights surrounding the engagement and sharing of comical, mishap-related content within our target demographic - our target persona groups, both young and old, are more likely to like, share and comment on humorous or ‘blooper’ content.
With this in mind, we set to encourage existing Arlo customers to share and capture some of their most funny and/or bizarre moments caught on their Arlo cameras. This UGC campaign has now grown so successful it has been completely embedded into the ongoing day-to-day annual strategy, using the hashtag #CaughtOnArlo.
The community loves the initiative, new customer groups remain continually engaged and we now have thousands of customers sharing their most amazing videos and imagery globally. This completely genuine and interesting content supports our organic strategy across multiple social channels; we’ve also created a community section on the Arlo website where we celebrate the best moments people have captured on their smart cameras.
Finally, alongside our mix of other video, animation and image rich assets, we promote this UGC content though paid media to drive awareness and ultimately convert new customers.
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