Giggy's BFF social commercial encouraged fans to interact with Bravo TV on-air, during the Real Housewives of Beverly Hills by submitting photos and names of their furry friends via Twitter and Instagram using a campaign-specific hashtag #GiggysBFF for the chance to see their pet in an on-air spot later that same night in the episode and shared across Bravo's social media channels.
Bravo's main goal in creating the campaign was to test out a new interactive platform for our connected audience where Bravo could reward avid fans and viewers with a new opportunity to interact with our shows. As a brand, we wanted the experience to be easy for fans to submit, but also fun and relatable to the show content. The main measurement objectives for the campaign included a combination of the number of digital submissions generated across social media plus on-air impressions delivered in dedicated promo spots alerting our fans to participate.
The social commercial drove strong engagement and the results far exceeded anticipated benchmarks. Fans submitted more than 30,000 pictures, with 80% submitting via Instagram. The commercial was rated 40% higher than the average commercial minute in its respective Real Housewives of Beverly Hills episode and delivered 10.3MM impressions.
With the Giggy's BFF campaign, social and web promos coupled with talent support (including Lisa Vanderpump, Giggy, and Andy Cohen) boosted submissions +110% throughout the first week, exceeding expectations.
Our winning fans, elated with the fact that they had won, posted their pup's TV debut on Instagram and saw enormous boosts in social following, likes, and shares – helping the campaign reach an even broader social audience. Giggy's BFF not only attracted dog lovers- we saw a wide variety of animal submissions ranging from cats to birds and even a few pet pigs!
Bravo has over 1.2MM followers across Twitter and Facebook with the Real Housewives audience some of our most active social fans. With the Giggy's BFF campaign, social and web promos coupled with talent support (including Lisa Vanderpump, Giggy, and Andy Cohen) boosted submissions +110% throughout the first week, exceeding all expectations.
The mobile friendly and responsive destination was designed so fans could see theirs and other photo submissions, watch the on air promo and find out when to tune in for the next chance. A dedicate site made easy for sharing at bravotv.com/giggysbff included a real time updated feed of fan submissions allowing for an even bigger opportunity for fans to share with others and tell them to check out the page. The promo spot that lived on the site received 40k video views from fans with approximately 8k unique visitors viewing the spot +5x/visit, exceeding our estimate and showing that fans enjoyed viewing the creative.
Bravo was the first to feature fans images across three platforms: on-air, social, and digital. While select fan's images were chosen to be featured on-air, other fans submissions were showcased via Bravo's Instagram, Twitter, and Facebook handles as well as in the daily updated social collage on bravotv.com.
The success of Giggy's BFF also set the stage for advertising partners looking for new social experiences around Bravo programming to become part of a new interactive advertising platform. Additional partner opportunities and interest using this platform are currently in discussion as well as additional ways to enhance and optimize the social commercial product on our roadmap.