The results are surprising, Quality Score and Cost Per Click are more clearly correlated when you look at Exact Match keywords.
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Every year, the PeaceJam Foundation makes a film about the lives of a Nobel Peace Prize winner serving on the board. The film premieres at the Monte Carlo Television and Film Festival.
We determined that an Award presented by a Nobel Peace Laureate would be something people might enjoy receiving. It would also minimize costs and maximize prestige because the event was already paid for.
After submitting a few proposals to the Executive Director, we determined our best action plan. Modeled after a video vote contest by Qdoba, where they asked users to submit videos and vote on them. We decided to make a half-juried, half-public vote contest, where users could have their followers vote for their favorite Nominees.
We strategized the BillionActs Hero Award to generate new user leads, generate web traffic, and increase brand awareness. The central idea included an award presented by a Nobel Peace Laureate during PeaceJam’s yearly film premiere at the Monte Carlo Television and Film Festival. Nominees in 5 categories win awards based on a half-jury and half-public vote.
Additionally, we communicated the contest's strategy and structure to PeaceJam’s internal web team. Working out user details such as;
You can see the archived landing page here:
Public nominations were accepted until March of 2017, and users were encouraged to nominate their favorite Act of Peace through the BillionActs website.
At the end of the year, we selected 10 of the best Acts of Peace logged on the BillionActs website, and these top ten acts of peace became the semi-finalists for the Hero Award.
The semi-finalists competed in 5 different on-brand categories:
Team members worked together to create a video for each semi-finalist that briefly explained what each semi-finalist accomplished that qualified them for the nomination. For quality control reasons, we made all the videos in-house. This ensured that we consistently portrayed our brand to the public and that no person would have an advantage or disadvantage based on the quality of their video production.
Video scripts followed a simple formula: demonstrate the problem with legitimate statistics, then position the semi-finalist as the solution.
Semi-finalists were allowed four weeks between April and May to encourage their followers to help measure their impact by voting. This short voting period added urgency to the campaign.
During this period, we drafted language for the nominees to share on their social media outlets and coordinated with each of the semi-finalists’ marketing teams to highlight each nominee on a particular day across our internal 1.1 M follower social media network. This allowed us to maximize our organic exposure for each nominee. Voting required users to register through the BillionActs of Peace website. This resulted in new user registrations. To prevent the contest from becoming a popularity contest, the winners were partially determined by popular vote and partially by a jury made up of Nobel Peace Laureates serving on PeaceJam’s board. Winners were announced just after the PeaceJam Foundation’s board meeting that June.
Normally, getting tens of thousands of registered users to any website could cost a fortune. The Cost Per Conversion can easily reach $60 for registration goals like this. In this case, we drove high traffic volume and newly registered users with social engineering and a very small budget. This is without counting the addon effects, such as countless social posts, tweets, backlinks, and positive engagement.
In 2017 alone, this multi-department social media contest received 10,036 new registered users, 30,903 votes, and 94,222 organic page views from April 15 to May 22.
This social contest continues to be a core aspect of the Billion Acts of Peace Campaign. The campaign continues to draw in tens of thousands of votes and registered users every year.
The results are surprising, Quality Score and Cost Per Click are more clearly correlated when you look at Exact Match keywords.
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The results are surprising, Quality Score and Cost Per Click are more clearly correlated when you look at Exact Match keywords.
I love WordPress for its customizations. Styling code snippets enhances user perceptions. Copy and paste the code below to style your WordPress code blocks.
The code snippet plugin changed my life. I no longer edit the raw PHP files to add simple functions like titles to users' profiles.
By restructuring your account and using hyper-targeted ad text, CPA can be reduced.
YMYL stands for "Your Money or Your Life." Google uses YMYL to help understand if a web page's main content could impact people's safety, health, or financial well-being.
With slight modifications to Optinmonster's native A/B testing capabilities, it becomes an excellent CRO testing tool.