People's Republic of V (Social Strategy)

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The People's Republic of V

Digital & Social Strategy. Community Management. Content Creation.

"V, under the umbrella platform of The People’s Republic of V, continues to astound the marketing community with its cutting-edge combination of sponsorship, social networking and digital marketing strategies.
Graham Medcalf, FMCG Magazine

I worked as a Social Media Strategist & Community Manager for the People's Republic of V from 2007 until 2008. A campaign around the New Zealand-based energy drink brand V, it was targeted at teenagers and people in their early 20's, encouraging them to boost consumption of V through engaging content and conversation. The campaign was a major success: with tens of thousands of people signing up to our communities and some seriously positive results around brand awareness, perception and consumption statistics too.

I was brought onto the project before launch, helping craft the channel strategy and apply what were then social media best practices. I then proceeded to fufill a number of roles: initially, my focus was being the Community Manager for the platform - growing the communities and having engaging conversations through Bebo.

Subsequently, my focus grew to a broader perspective. I created a channel strategy for the People's Republic: creating a YouTube channel for video content distribution, a Facebook Group (one of New Zealand's first ever marketing efforts on the social network) and created & coded a customised blog for distributing off-line activities, photo content, etc.

"Young alludes to the case study of V, which decreased its media spend and focused on its most loyal consumers by setting up the Republic of V. Turns out that four percent of the users represented 60 percent of the consumption, so it pays to look after them."
Ben Fahy, StopPress