SHARES FOR SHARES

TitleSHARES FOR SHARES
BrandHOMEYZ
Category E03. Launch / Re-launch
Product/ServicePEER-TO-PEER BUSINESS APPLICATION
Entrant HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM
Idea Creation HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM
Production BLISS INTERACTIVE Saigon, VIETNAM
Credits
Name Company Position
Stef Cuypers Homeyz Co-Founder
Karin Leenders Homeyz Co-Founder
Karen Corrigan Happiness / An FCB alliance Executive Creative Management
Geoffrey Hantson Happiness / An FCB alliance Chief Creative Officer
Hans Smets Happiness / An FCB alliance Group Account Director
Valentine Reuse Happiness / An FCB alliance Account Executive
Pieter Claeys Happiness / An FCB alliance Creative Director / Concept Provider
Barbara Dzikanowice Happiness / An FCB alliance Creative Content Director
Lotte Neirynck Happiness / An FCB alliance Graphic Designer
Dries Lauwers Happiness / An FCB alliance Graphic Interaction Designer
Lennert Vedts Happiness / An FCB alliance Head of Craft
Caro Soons Happiness / An FCB alliance Copywriter NL
Catherine Quadens Happiness / An FCB alliance Copywriter FR
Yves Donceel Happiness / An FCB alliance Copywriter FR
Remke Faber Happiness / An FCB alliance Motion Designer
Eveline De Ridder Whyte PR
Thomas Colliers BLISS Interactive Head of Technology

The Campaign

What if we could truly engage influencers to play a vital role in the success of a company? What if their social influence could actually get them to become part of a company? Introducing: “Shares for Shares”. To launch “Homeyz”, a peer-to-peer app to find and offer help in and around the house, we didn’t just invest in the usual influencer-brand collaboration that only lasts a few days. We developed an innovating influencer program that turned these influencers into shareholders: “Shares for Shares” became the first influencer program that rewards social shares with actual shares in the company.

Creative Execution

1. We targeted people with large social networks to register for the program. 2. On the “Shares for Shares” platform, we suggested specific content about “Homeyz” to share, based on the demographics and social media behaviour of the registered influencers. 3. On a personal dashboard, our registered influencers could track clickthroughs, conversion and/or reach and level of engagement for all posts. 4.The more clickthroughs, conversion and/or reach and engagement their posts got, the higher they positioned themselves in the “Potential Shareholders Ranking”. And: the more shares they would earn at the end of the year.

Results

By making the success of “Homeyz” a common goal, influencers went the extra mile. - A dazzling number of registrations for “Homeyz” (4 times higher than KPI) - 150 dedicated shareholders with social media influence (which is 2 times higher than KPI) In the meantime, “Shares for Shares” is now licensed to be used by other start-ups.

“Shares for Shares” is much more than just a temporary direct idea. By rewarding actual shares for social shares, it is a new business model for key influencers strategies or programs. By making the success of a company a common goal, “Shares for Shares” engages directly with influencers, on a deep long-term level. The result: influencers who automatically go the extra mile.

The first influencer program that rewards social shares with actual shares in the company. By developping an innovating influencer program that turned these influencers into shareholders: Shares for shares. The first influencer program that rewards social shares with actual shares in the company.