Australian supermarket group IGA came to us with a brief around creating a Valentine’s Day campaign on social media that would cut through the marketing noise and create buzz  on a low budget and tight deadline.

The Idea

IGA Love Songs.

We invited fans to "say it with a love song" on Valentine's Day, by tweeting us their special message for a loved one, best mate or even a secret office crush.

The best were passed onto our IGA songbirds and turned into personalised music videos and Vines in real-time.

We shared the video back with fans minutes later, ready to be shared with their Valentine. The rest was up to them. 
 

Creative Process

On this project I was part of the social and creative team that worked on the initial concepting of the campaign and came up with the big idea and exactly how it would work on Twitter and YouTube.

I was responsible for coming up with the creative messaging for the campaign, everything from the name #IGALoveSongs through to the social copy across all the digital touch points from website to social media.

 

The campaign was extremely successful, doubling the follower base and creating over half a million impressions across Twitter and Vine in only two days.

Even iconic Aussie children's band The Wiggles asked us to cover one of their songs and  Twitter themselves got involved, sending us their own love song dedication on Vine, and announcing IGA Love Songs as the best creative Valentine's Day campaign on Twitter.

 

Executive Creative Director: Christian Behrendt

Copywriter: Nicole Hedemann

Content Creative: Dean Vowles

Social Media Director: Jonny Stark

 

Agency: Razorfish Australia