Case Study
Zappos.com Redefines the Art of Gifting with Zooppa
With just one month before Black Friday would officially kick-off the holiday shopping season, Zappos.com decided they needed to get a national television campaign live, and fast! With a limited production budget, no time and no script, they turned to Zooppa to them build a campaign.
Zappos.com leveraged an expansive global creative community and the platform’s blazing-fast executional capabilities to put a plan in place. Three weeks later and just in time for the holidays, Zappos.com had nearly 200 finished ads to choose from, and awarded eight (8), high-quality, engaging and television-ready 0:30 second spots, all available to run on a national television broadcast.
Here’s how Zappos.com and Zooppa were able to develop “The Art of Gifting,” a national television campaign, from scratch - in a month:
- Wednesday Oct 25: Zappos contacts Zooppa for help launching a campaign
- Thursday Oct 26: Zooppa presents creative brief and contest landing page
- Monday Oct 31: Contest announced to Zooppa’s creative community of X members; Zooppa spreads the word through their partner organizations, blogs, and media outlets nationwide
- Oct 31 – Nov 18: Zappos averages nearly 12 finished ad concepts per day during the campaign
- Friday, Nov 18: Contest closes with 192 unique videos by filmmakers from all over the country – (short list of cities – LA, New York, etc.)
- Friday, Nov 25: Black Friday
- Monday, Nov 28: Cyber Monday
- Tuesday, Nov 29: "Something for Everyone" by Zooppa community member Tim Merlau goes live in national television campaign
Even with the compressed timeline the quality of the submissions was top-notch:
And with close to 200 high-definition, ready-to-broadcast videos to choose from, the brand team had no shortage of great work to use for TV. As Zappos.com Senior Brand Marketing Manager Michelle Thomas said, “This was an exciting project because we were able to work with the filmmakers and let them create an ad that is really for the people, by the people. We are always looking for innovative ways to reach our customers and think out of the box to engage them.”
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