This was a viral group initiative that we worked with members on and experimented with different types of co-branded media to make our groups much more successful. When developing the program, we noticed that a lot of users were actively discussing the Roots series on their own and some were very passionate about the subject matter. So we reached out to those users, invited them into the Roots group prior to launch to populate it with content, made one a moderator, and gave many of them free DVDs. As for the co-branded media, prior to this campaign, we usually did not get very decent click-thru rates, so I had the idea to make the media follow the style guidelines of the site to appear like site content (which it technically was) and our CTRs tripled. We ran some traditional co-branded media to test that it was just the format and not the content and it was. We successfully used that same formatting on many other campaigns in the future.
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