It's been said that a picture is worth a thousand words. That's the principle Shock Magazine was founded on when the publication launched with minimal editorial content, instead focusing on shocking images. Priding themselves on the fact their readers can also be photo journalists, Hachette Filipacchi sought a launch campaign that would boost not only Shock's awareness and circulation, but the actual content within the magazine as well.
Hachette decided a nationwide street team built from their own target readers would be an optimal vehicle to drive awareness, while also driving their readers to assist in creating content for its magazine and website.
Hachette hired RepNation to develop a program that would help them achieve their objectives. RepNation suggested deploying street teams in 100 markets nationwide to quickly spread the word via posters, flyers, events, and online networking. RepNation also recommended the development of www.shockcampus.com. Street teams promoted the site -- where each week thousands of students competed for $250 for the best photo and $10,000 and a spot in the magazine to the overall winner -- along with the magazine.
To manage a the 100 market street teams, RepNation's RepWare software, enabled a portal where street team members could communicate, submit pictures of their marketing efforts, and share ideas for the campaign with other national members.
The results of the campaign? The website was flooded with pictures to the tune of 16,000 uploads -- surpassing the goal of 10,000 uploads by 60%. Shock is now even adding a college section to the print magazine, where many of the top images submitted by students are slated to appear. The ability to locate, organize, and effectively manage a street team that spanned much of the country was a resounding success that ultimately boosted awareness of the publication and thrust it squarely into the daily lives of its target audience.
Credit Information
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Client: Hachette Filipacchi Media
Agency: RepNation Media, LLC
Date of Campaign: 09/18/06 - 11/17/06
Case Study URL: http://www.repnation.com/womma/Shock.ppt
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