Mumbai: On Selfie Day, Life Ok decided to bring the stars closer to their fans with a unique selfie by request campaign. The objective of the channel was to leverage Life OK celebrities’ strong fan base and drive fan engagement with the brand on the occasion of Selfie Day across social media platforms.
Life OK crowd-sourced requests for celebrity selfies from its users. All day the channel posted these selfies on Instagram stories.
Taking this idea one step further the channel hosted the first ever Live Instagram Story celebrity takeover where the community had a say in what they want to see.
As Instagram is a photo sharing platform, a conscious decision was made to use the native feature of Instagram stories for this activity. Facebook and Twitter were leveraged to drive users to Life OK’s Instagram profile.
To build up to the selfie day live activity, the brand created a collage with selfies of Life OK artists. They communicated the campaign message which incited fans to watch out for Life OK’s Instagram stories.
A GIF was created using celebrity selfies and disseminated across the brand’s main social platforms. This further added to the hype around the around the activity and helped build anticipation.
To kickstart the selfie day campaign,the brand shared a video of all the artists asking their fans for the type of selfies they would like them to share. Life OK leveraged fan clubs to disseminate the video, helping us garner a wider audience reach.
The Live Instagram stories received over 52K views and a lot of chatter among the Life OK community. The campaign received 5.5 million impressions across all social media platforms on the campaign.
The #SelfieDay activity garnered over 47K engagement across social media platforms and the celebrity artist videos received over 2.5 million views across platforms. The campaign also received over 1k conversations across platforms organically.
Life OK managed to leverage selfie day to enhance their reach and reaffirm their bond with their views.