During the summer of 2013, Bing hosted the “Summer of Doing” influencer marketing campaign, which highlighted just how social search can be.
It isn’t easy to make search fun. You type a word, a sentence, or a burning question that you’re too embarrassed to ask anyone you know, and voila! Your answer pops up on the search page.
But Bing wanted to show the world that search doesn’t have to be this way. It can be beautiful.
In order to draw attention to the new, socially-enhanced Bing, the team took a two-pronged approach: create compelling, beautiful content that would scream “share me” and tap into influential figures on the social web to help spread the word.
For 56 days, they encouraged the world to try something new with search. Each day, they revealed a new, fun and quirky search word. Those who searched for this word and shared their results were entered to win prizes. Plus, each word was paired with stunning photography and typography to encourage even more social sharing.
And here’s where the influencers come in: Bing partnered with 9 “Summer of Doing” experts, including football star Dhani Jones, party expert Oh Happy Day and pro kitesurfer Gretta Kruesi. These 9 influencers wrote blog posts, hosted contests and shared their favorite Bing search results, both on Bing itself and on their own social platforms.
Each expert was given a week that was their own. During this week, they co-created a plethora of content around each day’s search word, from Pinterest boards to Twitter chats to Tumblr Posts to Instagram contests.
And Bing even made influencers out of their typographers and photographers, sharing “meet the artist” info sheets on Pinterest like the one below:
The visually-stimulating and influencer-heavy “Summer of Doing” campaign was a smashing success.
Across the social web, Bing enjoyed over 500,000 likes, 40,000 comments and 25,000 shares. The first month of the campaign alone broke Bing’s full year record for Earned Media Buzz, and increased product conversation by more than 60 percent.
Bing also saw across-the-board growth on all of its social platforms. Pinterest grew by more than 800 percent, Tumblr by just under 1,500 percent and Foursquare by 38 percent.
At the end of the day, the campaign ended up with a total earned reach of 97.5 million, and a 108 percent lift in awareness of the new, socially-capable Bing.
This post is part of a series examining the best in influencer marketing. As a winner of the Top 10 Influencer Marketing Awards, the Bing Summer of Doing campaign is a great example of how to do influencer marketing right – you can click here, here, here, here or here for other awesome examples.
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