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Spirit of Small Business Awards

Promoting Kalixa's mPOS solution, the Kalixa Pro Spirit of Small Business Awards celebrate the efforts of sole traders, partnerships and small businesses all across the UK.

A key metric of the campaign – fronted by lingerie entrepreneur Michelle Mone – was to reach as wide an audience as possible, in a bid to promote the Kalixa Pro mobile point-of-sale product. With this in mind, Kalixa asked Fifth Dimension to design and build a focal microsite to facilitate entry and manage public voting.

We developed the mobile-friendly responsive microsite in Umbraco, a leading open source CMS – and our go-to choice for rapid and cost-effective development.

A simple three-step entry form allowed small businesses to enter the competition, whilst delivering entrants’ details to the Awards’ judges in an easily assimilated format.

Once the judges had selected the winners of each of the eleven categories, it was then up to the public to vote for the overall winner. To make this as easy as possible – and to promote social sharing – we integrated a Facebook poll which provided a mechanism to regulate the voting to one vote per person. To accommodate users without a Facebook profile, we also included an email voting option.

With the aim of reaching as many people as possible, we included social sharing links throughout the microsite, adding customisable social metadata to each page to ensure that when a page was shared on social media sites, the content was presented appropriately.

To extend the campaign’s reach, we also created a series of display ads and placed re-targeting pixels to display them to previous visitors/voters – on both Facebook and the Google Display Network.

The campaign resulted in 65k visits from 15k unique visitors, and around 4,000 total votes – with a large number being cast within the final minutes of the competition.