This document provides summaries of digital marketing campaigns that Will and his team at Harkable developed for various brands. The campaigns included: 1) A #HackTheSale app for OnePiece that lowered a product price based on social shares, reaching 3.5 million people and increasing sales 32%. 2) A personalized artwork app for Paramore fans to create unique album covers using their photos, generating over 35,000 covers shared socially. 3) A shoppable Instagram site for Net A Porter that made purchasing products seen on Instagram only 3 clicks, streamlining the process.

1. AGENCY CREDS

2. Today, digital
represents an
unprecedented
challenge to
brands.
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It is more saturated,
competitive and
expensive to cut
through than ever
before.

3. Content
Saturation
Algorithms
Savvy
Consumers
Ad Blockers
Platform
Monetisation
Content
Quality
Increase
These are all great for users, but
bad for traditional digital brands.
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4. Digital & social agencies say:
“Publish more content and
promote it through ads or
influencers”
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5. We say:
“Publish less content. Make it
remarkable. Create truly
unique, owned digital
experiences.”
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6. Our team have done this for these brands…
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…building global campaigns, apps, tools and
connecting offline activity with online.

7. vandallondon.com
OnePiece
#HackTheSale
The Brief
OnePiece wanted to create some social noise around the end of their January sales
where their global customer base could get something back from the brand they love.
The Solution
The #HackTheSale app, asks customers to connect their Facebook or Twitter account and
share the campaign, with each share reducing the price of a Lusekofte Onesie which
started at £139. Customers saw the price change in real-time as it was shared by them
and their friends. At the end of the ‘price hack’ every participant received an email with a
coupon for the socially driven discount.
Highlights
Through the shares on Facebook and Twitter the campaign reached an estimated
audience of 3.5 million people worldwide, driving an uplift in sales by 32%.
There was also a 9% conversion rate for every visitor who landed on the app to take part.

8. vandallondon.com
Warner Music
Paramore Personalised Artwork App
The Brief
Paramore – one of the top-selling bands globally – were to release their new single ‘Now’
and the international marketing team at their label Warner Music briefed us to create
something that fans could engage with and share to spread awareness and interest in
the new release.
The Solution
A Facebook app which places the user’s photos seamlessly within the single artwork.
Using the original layered artwork files we were able to achieve this very effectively so
that each one was completely unique, whilst looking like official Paramore cover art.
Whilst at Harkable, Will ran this project. The app was built in HTML5 to work across
desktop and mobile devices. It featured an intuitive interface making it fun to
experiment with the millions of possible combinations and share the results across
Facebook, Twitter and Tumblr.
Highlights
The app was promoted globally to the band’s fan-base. Over 35,000 individual covers
were created by Paramore fans and shared on social media.

9. vandallondon.com
Net A Porter
Shoppable Instagram
The Brief
Net A Porter enjoy an Instagram following of over 2.3m fashion fans, and engagement
on their posts is always high. Despite the unwieldy user journey between seeing a
product on Instagram and buying it, their avid consumers were finding their way to
doing just that. So the brief to us was – make that journey from social to shop a lot
smoother to maximise ROI on Instagram.
The Solution
The solution was a completely bespoke Instagram shop site, automatically populated
with their Instagram posts and showcasing all products shown in them. Whilst at
Harkable, Will directed this project, reducing a user journey of several clicks and typed
searches to just 3 clicks.
The site offers Net A Porter’s social media team the functionality to relate any
Instagram post to any number of their products quickly and easily, and if required
show different ones to different users around the world
Highlights
Project in deployment - results TBA

10. vandallondon.com
Net A Porter
Elizabeth Arden x Influencer Collaboration
The Brief
Elizabeth Arden were to launch a new product with a high-profile campaign across
NAP’s owned and paid channels. The brief to Will and his team at Harkable was to
identify and creative direct a select group of influencers in beauty, health and style.
With them we were to produce the entire campaign’s creative including images, video
and animation.
The Solution
We researched and identified influencers from each of the campaign editorial pillars
who were experts at creating social content. Once we had our confirmed list of
participants, we worked with them to conceptualise and produce a variety of creative
routes for the campaign. The creative assets were then used across the Net-A-Porter,
EA and influencers’ channels, all directing traffic to a campaign hub which showcased
the influencers and their contribution to the project.
Highlights
Campaign reach for #Superstart was over 7.75m on Instagram

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Samsung
Pan-Euro Creative Campaign & App
The Brief
Samsung wanted to gift premium entertainment content to a pan-European
smartphone and tablet audience throughout the festive season, bringing value to their
customers and raising awareness of Samsung’s movie, apps and games offerings.
This was to be rolled out across 27 European countries, as a ‘turn-key’ campaign.
The Solution
Will and the team at Harkable created, designed and developed the Winter Wonderland
app for Android phones and tablets which delivered a new content gift each day
throughout December. The campaign ran across several European countries, localised
to cater for varying languages and content availability across the continent. The toolkits
we provided included microsites, campaign strategy and all social and ad content for
implementation across all markets.
Highlights
• The campaign helped drive an uplift of Samsung account usage by 40% MoM
• Also drove Samsung smartphone sell-through by 20% MoM
• Over 30% of app conversions were driven through social media

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Penguin Books
First Ever Snapchat Book Signing &
Ongoing Book Launch Campaigns
The Brief
Penguin’s aim was to engage a teen audience via growing social app Snapchat as part of
a wider campaign to drive awareness of Zoella’s #1 best-selling Girl Online series. Snapchat
was to serve as an immediate and real-time channel for the publisher to engage with fans
of Zoella and her books.
The Solution
Starting from zero Will and his team at Harkable devised a strategy for launching the Girl
Online presence on Snapchat, growth-hacking and content planning. We created daily
Snapchat Stories to engage fans through video, artwork, images and calls-to-engagement.
The first campaign culminated in an innovative book signing through the app.
Highlights
We really enjoyed working with the guys on the launch of the Girl Online Snapchat. They were
creative, adaptable and hugely knowledgeable, and they helped us to build this brand new
Snapchat account to over 35,000 followers in 12 weeks – fantastic!
Natasha Collie, Senior Marketing Officer – Penguin Books

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Simon & Schuster
Digital & Social Media Strategy
The Brief
As part of a wider brand refresh for this world-renowned publisher we were briefed to
create a cohesive strategy for how the business uses digital and social channels more
effectively, and report this back to the organisation.
The Solution
Will and his team at Harkable conducted a thorough audit to assess how the business
was using digital. This informed a comprehensive recommendation on how to invest
their time, money, assets and access into the relevant platforms and processes. We
collaborated with the digital and PR teams through a series of workshops, to discuss
our findings and learn where the challenges were, all to inform our final strategy.
Highlights
The team brought a wealth of strategic experience to the brief, helping us develop an
imaginative, thoughtful and analytical approach to our social media.
They worked inclusively with our teams and the positive impact has been immediate.
Toby Jones, Group Marketing & Publicity Director – Simon & Schuster UK

14. Drop us a line.
020 7427 6094
hello@vandallondon.com
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