FOODPORN STAR February 2016 - Ireland

CAMPAIGN SUMMARY

The objective: Increase user activity in Dublin throughout the month of February

The idea: Who doesn't like taking pictures of their food? Yelp set the task for foodie fanatics in Dublin to upload their 'food porn' to Yelp throughout February in a bid to be crowned Dublin's first "Food Porn Star". The best 20 photos uploaded to the site would be displayed in a gallery setting in the city centre. Foodgasm themed events ran throughout the month to keep Yelp users inspired and engaged (and to help them create even saucier pictures).

PHOTO GALLERY

THE RESULTS

  • Engagement rate of 19% during the one-week video campaign with a CPV of
  • Total video views of 30K
  • 10% DAU (daily active user) increase during the month of February
  • 8% DAM (daily active minutes) increase during the month of February

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