Bachelor Deliveries – Go People
Fully integrated campaign.
It’s not often you read about a courier service in the likes of Woman’s Day or Pop Sugar. But, with courier firm Go People looking to generate lifestyle media coverage to drive trial and adoption of its services, that was the challenge presented to CampaignLab.
With Valentine’s Day (one of the busiest days of the year for deliveries) just around the corner, we teamed up with ex-Bachelorette finalist Jake Ellis to become a Go People courier for the day. Jake may not have received a rose on the show, but as part of the partnership we would have him deliver roses to everyday consumers for Valentine’s Day.
Introducing, Bachelor Deliveries!
All fans had to do was register via the Go People website for the chance to have Jake turn up at their door with a rose. The unique experience was one that was of genuine interest to consumers and spurred UGC, whilst showcasing Go People’s capabilities.
To drive awareness we conducted traditional PR outreach, all under embargo so the campaign kicked off with a bang on Valentine’s Day. All media coverage drove traffic to the campaign microsite, where consumers could register for a rose. This was further amplified through paid social campaigns using pre-shot still and video assets of Jake doing the rounds. Fans of the Bachelor loved it and were actively tagging fans and sharing with colleagues.
For those that missed out, a lead capture form was used to offer discounted flower deliveries (and further trials of the service).
- Coverage in 21 consumer media titles including; Cosmopolitan, Daily Mail, Who, Pedestrian TV and PopSugar
- Captured over 500+ leads
- Go People experienced spike in deliveries higher than any month to date
- Key message penetration around the service and technology in all coverage
- A 68% increase in website traffic during the campaign period