CHALLENGE

Graffiti Kings were challenged by Dreams the bed retailer to support their ‘What Dreams are made of’ campaign with a digital campaign aimed firstly at giving something back to family households and secondly at motivating parents and children to get creative and inspired by the world of possibilities when it comes to decorating a bedroom.

INSIGHT

The target audience were parents and children whose bedroom requirements were often changing with age and the process of growing up.

 

STRATEGY

To create shareable and engaging digital content that is easily distributed and engaged with across social media.

SOLUTION

To succeed at both targets we ran an online competition where one lucky winner won a dream bedroom makeover and we documented the entire process and story behind it. We hosted the competition across our joint online networks where people entered by describing their dream bedroom makeover. We had a selection of judges decide on what room they wanted to see brought to life and had a pair of expert street/ graffiti artists make that dream a reality. We filmed the whole process including interviews and reactions with the winner and created a 2 minute clip including a time-lapse from start to finish. This was shared across our combined social networks and supported with static banners, gifs, posts across Facebook, Twitter and Instagram. Dreams provided a brand new bed and mattress to complete the competition.

RESULTS

Entrants – 1381

Page Click-Throughs – 19,999+

Graffiti Kings Facebook Views – 448k

Graffiti Kings Facebook Views – 448k

Graffiti Kings Facebook Reactions – 5.4k

Graffiti Kings Facebook Comments – 105