Social Media campaign to encourage students to Do Bands, Not Bills
DividaBill is a start–up aimed at student house sharers. It creates a single bill for all household bills and collects money direct from each housemate’s bank account. So no more awkward chasing. The strategy was to deliver engaging ads in distinctive, low cost social media campaign
A house share should be fun. DividaBill means you can ‘do bands, not bills’ or ‘Do nights out, not bills,’ or ‘Do Happy hour, not Bills. We proposed a social media campaign and content supported by email to dedicated landing pages. We tested different creative and we were able to adjust the campaign weighting as the results came in.
There’s no point lecturing students. And they’re all online, and on social media. So to target them with a switch message about house share bills you need to go where they are at – both media-wise and mindset: they want to have fun, they don’t want to have friction. Bills are boring, but arguments are more boring. So with a creative use of clips we delivered a series of 5 second Facebook ads. We rotated them frequently and tested which worked best and weighted the spend accordingly. Below are three of the most successful in lick through from the social media campaign
