‘Mobile Memories’ was an app on CPW’s Facebook page where fans could log the history of the handsets they had owned over the years. Nearly 1,000 of the most popular handsets from years gone by were showcased, highlighting CPW’s rich mobile phone heritage. People could add stories about each mobile phone owned: the light-hearted reasons why they had decided to replace them, or what memories came to them when they saw their old handsets again.

Having completed the process, the user was taken through a humorous personalised video of their very own mobile history, which could then be shared on their Facebook or onto their friends’ walls via an easy-to-use end screen.

The app was promoted through a teaser campaign sparking conversations about iconic handsets through images and posts on Facebook, Twitter and Pinterest. Mobile Memories was then unveiled on the CPW Facebook page, supported by Facebook advertising.

- Over the Christmas quarter in 2012, like-for-like revenues were up 16%

- One third of the UK Facebook population saw Carphone Warehouse on Facebook in the first week of the campaign

- We increased Carphone Warehouse’s fanbase on Facebook by 22,000. Average daily new fan acquisition increased by 318% per day

- Over 7,000 videos were shared with peers

- 200 mobile phone orders were placed online as a direct result of the campaign in the first two weeks after launch