Earnbassadors
The Earnbassadors project involved building an engine to listen and poll social media feeds for certain hashtags and mentions. By integrating with another platform called Mention and utilising IBM Watson we were able to build user profiles with sentiment to feed an analytics engine that ranked quality of content and tallied reach and frequency.
/ Overview
The Earnbassadors project involved building an engine to listen and poll social media feeds for certain hashtags and mentions. By integrating with another platform called Mention and utilising IBM Watson we were able to build user profiles with sentiment to feed an analytics engine that ranked quality of content and tallied reach and frequency.
/ Project Details
Name: Earnbassadors
Client: Virgin Velocity
Agency: CHE Proximity
Role: Technical Director (Product and Comms)
Year: 2020
/ Challenge
Velocity needed to activate everyday members as credible brand advocates and measure the value of social content beyond simple reach. The challenge was to turn fragmented member activity into a reliable campaign system that could encourage participation, assess content quality and create meaningful loyalty outcomes.
/ Provided Services
Technical Direction
Defining the campaign technology approach across loyalty, social participation and measurable outcomes.
Data & Automation
Turning member activity and social content into structured signals for participation and performance.
Creative Technology
Building the mechanics that made advocacy feel simple, rewarding and campaign-ready.
/ Solution
I helped define and deliver a campaign technology platform that turned member advocacy into measurable participation. The solution combined social mechanics, content assessment and loyalty thinking so Velocity could activate members as advocates while capturing useful engagement signals.
/ Value Delivered
Member Advocacy
Gave Velocity members a simple way to participate as authentic brand advocates.
Measurable Participation
Converted fragmented social content into campaign signals that could be assessed and rewarded.
Loyalty Engagement
Created a mechanism that connected advocacy with the value of the Velocity program.
/ Project Note
The Earnbassadors project involved building an engine to listen and poll social media feeds for certain hashtags and mentions.
Matt Rose
Technical Director (Product and Comms)
