Title	STALKER VIEWED YOUR PROFILE
Brand	SBS BELGIUM
Product/Service	STALKER
Category	F04. Innovative Use of Social or Community (including emerging platforms for brands)
Entrant Company	BBDO BELGIUM Brussels, BELGIUM
Advertising Agency	BBDO BELGIUM Brussels, BELGIUM

Name	Company	Position
Jan Dejonghe	Bbdo Belgium	Creative Director
Sebastien De Valck	Bbdo Belgium	Creative Director
Arnaud Pitz	Bbdo Belgium	creative director
Jutta Callebaut	Bbdo Belgium	Creative Copywriter
Lore Desmet	Bbdo Belgium	Account Manager
Isabel Peeters	Bbdo Belgium	Chief Commercial Officer
Jasper Heldenbergh	Bbdo Belgium	videographer
Julie Bogaerts	Bbdo Belgium	social strategy

Creative Execution

LinkedIn is known as a professional business network. Yet, it has a creepy side: the ‘who’s viewed your profile’ feature. We used this functionality to announce the launch of ‘Stalker’. We created a fictional LinkedIn profile for ‘Stalker’ and stalked as many people as possible, simply by viewing their profile. All those people received a notification that a ‘Stalker’ had viewed their profile. When the victims looked back at the profile of Stalker they found the broadcast info, an exclusive trailer and some personal, yet disturbing details. Our audience made screenshots and spread the campaign via other social media.

The ‘Stalker’-profile viewed about 12,000 different LinkedIn profiles. 63% got curious and viewed Stalker’s profile in return. Our target audience made screenshots and shared the Stalker-campaign themselves via their social media channels. Without having a Twitter account of his own, ‘Stalker’ organically generated around 27,600 Twitter impressions. 'Stalker' had a market share of 17,3% on the Flemish Belgian television which is 2,9% higher than the average program on VIER. The Stalker-campaign created a raise in the market share of 2,9%. The market share went up from 14.4% to 17.3%. A great result for a campaign without any budget foreseen.

‘Vier’ is one of the smaller Belgian TV channels. VIER is never in a safe position, it always has to compete against the bigger market players. To snatch some of the market share of the concurrence, VIER has to count on low-budget, clever word-of-mouth campaigns. The biggest part of the VIER-audience are higher educated people. They are very active on social media as well on Facebook, as on Twitter and LinkedIn. To announce the première of Stalker on VIER, we wanted to involve our audience in a way that matched the Stalker-series. We needed to have them talking about the première and spreading the word themselves via their own social channels. That's why we used LinkedIn and its creepy 'Who viewed your profile'-feature. The professional context of LinkedIn favoured the surprise-effect of our campaign. Nobody expected advertising for a thriller series via LinkedIn.