Background: Field Agent started the marketing department in mid-2014. When I came on board in October 2014, we were tasked to create a campaign surrounding Black Friday. We wanted to show off our on-location, in-the-moment capabilities on a live web page using the busyness and crowds of Black Friday.
Solution: As a team, we decided to create a job through the Field Agent app to ask app users questions regarding where they were shopping first on Black Friday and to take a picture of the huge lines and crowds. (We also asked them several other questions about their shopping habits that would be included in the final report.) The results of this job would be displayed on a live web page so that visitors can see the action as Black Friday happens.
Project Management and Design: It was my responsibility to manage the whole project from beginning to end for two years in a row. I was also responsible for designing a beautiful web page to display all of the pictures and the running tally of the top 10 retail stores shoppers were visiting first. I worked with the development team to execute the usability and visual aspects of this page. You can view this web page at blackfridayscoreboard.com.
Lead Generation and Press Coverage: I was also responsible for generating leads and worked with our content manager to make sure we had the right messaging on our landing pages and blog posts to get visitors to sign up. Additionally, for the first year, I was responsible for pitching this story to the media and getting press coverage.
Agent Activation: Another part of this campaign was making sure it was attractive to our app users (or Agents). We ran a photo contest to get quality photos of lines and crowds and to make it worth our Agents' time while they were out shopping. The top three photos received $50 cash (deposited into their account).
Here are stats for the first year of this campaign (2014):
- generated 109 leads
- calls-to-action had a 3 percent click rate
- landing pages had a 30 percent submission rate
- placed in 3 news stories including Ad Age
- closed 2 sales deals, for a total of approximately $50,000
Here are stats for the second year of this campaign (2015):
- generated 71 leads
- calls-to-action had a 9 percent click rate
- landing pages had a 32 percent submission rate
- closed sales deals - not enough information to conclude yet