Katy Perry Case Study People's Choice Awards
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Katy Perry launched a People's Choice Awards campaign to encourage her fans, called KatyCats, to vote for her 7 PCA nominations through a Facebook voting app in order to win prizes. If Katy won an award, a top voting fan would receive a related prize. The campaign utilized social media, emails, and key fan community contacts to promote daily voting and screenshots of total votes for a chance to be a top voter and winner. As a result of the highly engaged fan mobilization effort, Katy accumulated over 35 million votes over 7 days, won 5 People's Choice Awards, and generated significant social media engagement and press coverage.
Katy Perry Case Study People's Choice Awards
- 2. Katy needs to WIN!
- 3. Peoples Choice Awards Challenge 7 PCA nominations For every PCA won, a fan will be rewarded with prizes related to the PCA Katy nominations Campaign lasted one week Goal: activate fanbase (KatyCats) to increase votes and ensure wins
- 4. Fan Mobilization KatyCats log onto the Katy Perry PCA Facebook voting app to vote Facebook app keeps track of how many times each person votes so participants are encouraged to vote as often as possible On the last day of voting, participants are required to submit a screenshot showing their total votes
- 5. Campaign kicks off with teaser tweet from Katy followed by project launch
- 6. Campaign promoted daily via social media outlets and email blasts
- 7. Kathy Beth Terry promotes campaign
- 8. Directive delivered to key contacts within the KatyCat community to promote the campaign
- 9. Katy WINS 5 Peoples Choice Awards!
- 10. Top 5 voters are awarded Top 5 voters accumulated over 25 MILLION votes
- 11. Press goes wild!
- 12. Success Metrics 35 MILLION votes accumulated over 7 days 5 MILLION click-thrus to voting app Participation: 24 countries 30 US markets