Zuneta model search digital campaign
An online competition to find the next faces of Zuneta, a high-end, luxury beauty product retailer. Ragged Edge designed and built a model search website, banners and HTML emails that became very viral, very quickly and captured 130,000 email addresses for the brand.
Develop an online model search competition giving Zuneta’s target consumer the chance to become one of seven faces of the brand for 2010. Visitors to the site should be able to help decide on the winners by voting for their favourites. The objective for the brand was to encourage consumer participation in the Zuneta brand and to dramatically improve the Zuneta consumer database.
We designed and built a feature rich website to encourage viral activity amongst the brand’s target demographic. Visitors could enter the competition, vote on their favourite entrants, or recommend others to vote.
Contestants could upload a profile and then use the site to send friends and family a Zuneta branded email asking for their vote. Visitors could vote for as many entrants as they like and could recommend as many entrants to their friends as they wanted using the site’s ‘Invite friends to vote’ functionality. The names and email addresses of both entrants and voters were gathered, delivering Zuneta with a new database of consumers who had already engaged with the Zuneta brand.
The website contained a comprehensive Über System, comprising extensive reporting and the ability for Zuneta to manage every aspect of the campaign.
The activity was supported by a banner ad campaign that ran on the Elle website for the duration of the competition.
The Zuneta Model Search digital campaign demonstrated the power of viral marketing. The competition, which ran for just over 2 months, delivered the following results:
- Over 200,000 votes placed
- Over 130,000 email addresses gathered
- Over 2,500 entrants, each uploading at least 2 profile pictures
- Over 90% of voters and entrants went on to invite at least one friend