Title	STALKER VIEWED YOUR PROFILE
Brand	SBS BELGIUM
Product/Service	STALKER
Category	C06. Publications & Media
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

The Brief

‘VIER’, wanted to announce the launch of the new thriller series: Stalker. ‘Stalker’ is a police drama series about the victims of stalking. The target audience were Dutch speaking Belgians aged 18 to 54. ‘VIER’ appeals a well-educated public. We were asked to invent a word-of-mouth-campaign in order to make the target group talk and discuss the première of Stalker. VIER hoped that the debating and sharing on social media would increase its market share on Sunday Evening. This way VIER could snatch some of the market share of the bigger market players.

Campaign Success

LinkedIn is known as a business network. Yet, it also 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 certain 'Stalker' had viewed their profile. When the victims had a look back at the profile of Stalker they found all the broadcast info, an exclusive trailer and some personal yet very disturbing details. After one day, LinkedIn removed the ‘Stalker’-profile. But that didn’t stop us; we created extra profiles and kept on viewing different profiles. We kept on creating new Stalker profiles each time LinkedIn kicked us off. The professional context of LinkedIn created a nice contrast with the entertaining Stalker-campaign. Nobody expected advertising on this platform.

Describe the success of the promotion with both client and consumer including some quantifiable results

‘Stalker’ viewed about 12,000 other LinkedIn profiles. 63% of those people got curious and viewed Stalker’s profile in return. Without having a Twitter account of his own, ‘Stalker’ organically generated around 27,600 Twitter impressions. The Stalker-campaign created a raise in the market share of 2,9%. The market share went up from 14.4% to 17.3%. Vier was able to snatch some of the market share of the bigger market players. A great result for a campaign without any budget foreseen. The première received its attention thanks to the target audience that actively shared screenshots and quotes from the Stalker profile.

Explain why the method of promotion was most relevant to the product or service

VIER is always in competition with the bigger market players. In order to snatch some market share of the concurrence, they count on low-budget, clever activation campaigns. VIER has a well-educated audience. To announce the new thriller series ‘Stalker’ VIER wanted to make its audience discuss the première and have them spreading the word via social media. The Stalker-campaign managed to do this, it activated the target audience. It made them talk about the campaign and had them actively sharing it on social media like twitter, facebook and instagram. Without having a twitter-account of his own, ‘Stalker‘ organically generated around 27,600 Twitter impressions, thanks to the audience of VIER.