Samsung &
Universal Music
Headphone Design
Campaign drove app users from 10,000 to 800,000
users in 2 months and sourced headphone designs
Samsung & Universal Music + Springleap
Samsung and Universal Music launched their
music streaming app, The Kleek with poor user
adoption. After a year only 10,000 fans had joined
their network and user activity was minimal.
Springleap’s mission: engage and grow The Kleek
user base with a headphone design competition.
VIEW BRIEF PAGE
The designs are breathtaking. Getting the public &
fans, who are actually part of our target market to
design the earphones was a fantastic idea. We grew
from 10k to over 1m active users from the campaign!
- Tshepang Mafokane - Universal Music, Digital Account Manager and New Business
No. of Entries
Fans from across the web and the Springleap
community submitted 144 approved headphone
designs. Samsung bought 3 to go into production.
Reach
Thanks to Springleap’s proprietary embedding
technology, the campaign ran simultaneously on 8
different blog and media partners. The campaign was
exposed multiple times to each of the 8 communities
who shared the campaign - expanding reach
significantly.
Fan Engagement
Creatives could submit from each of the partners,
whilst fans could vote and share directly in partners’
sites and pages. Through Springleap’s “Bridge”
technology, fans could cross-communicate with each
other without leaving their communities.
HOW IT HAPPENED
Creatives could submit from each of the partners, whilst fans
could vote and share directly in partners’ sites and pages.
Through Springleap’s “Bridge” technology, fans could
cross-communicate with each other without leaving their
communities.
Seeding
Springleap launched the campaign into all 8 media partners, bloggers
and the Springleap community simultaneously ensuring
amplification of social media messaging.
Submissions
Designers at Springleap as well as in the partner sites and Facebook
pages submitted 144 designs, interpreting The Kleek branding with a
wide array of creative influences and flavors ranging from character
illustration to abstract expressionism.
Designers entered from USA, France, UK, Australia, South Africa and
Asia.
Approval
Every design entered from each embed was screened by the
Springleap team to ensure creative was on-brief and protecting the
brand’s reputation.
Designers Seed
Designers shared their designs across multiple social channels,
galvanizing the support of their networks and friends. The top 15
voted designs went before a final design panel made up of the brand
managers, the brand’s agency and Springleap.
Voting
Designs were up for voting two weeks into the campaign and voting
ran parallel to the design submission period. Users were able to vote
at Springleap, Samsung, The Kleek, Universal Music and partner sites
and Facebook pages.
Production and App User
Growth
Not only did The Kleek have a wide array of top fan-vetted designs,
their user growth exploded in reaction to the sharing of quality
content in the campaign. At the beginning of the campaign, The Kleek
had 10,000 fans. 2 months after the campaign their users had shot to
over 800,000!
