Activia launched a Facebook campaign targeting women aged between 20 and 50 in April 2010. The main goal was to bring the brand closer to the consumers and develop brand awareness, focusing on the product Activia drink. This was possible by asking consumers to compete in five different challenges through different stages. The campaign was mostly online, while one final challenge extended to a small offline event. Promotions were supported by television and POS terminals and created a big buzz around.
Users posted pictures with Activia products and spread the word. The main winner went to an organized trekking trip to Indonesia climbing a volcano 3726 m high. She reported back by writing blog posts every few days, so others could follow and see the whole great experience. With the right engagement the brand become more searched, more sheared, developing a 52 % increase in branded search and a 620 % increase in referring page views, not to mention the mouth-to-mouth communication. The campaign was one of 20 of the most innovative Facebook campaigns.
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When Levi’s decided to launch their “Ready to Work” campaign in 2010 that featured their new lineup of outdoor clothing, the company focused on the residents of Braddock, Pennsylvania since the area residents were trying to revive the local steel mills. They took these resident’s rugged image and featured it in several Facebook ads that were targeted at the 18-34 year old demographic. Levi’s also tested Facebook-only 40% off discounts during this campaign to have a measurable conversion rate among the viewers.
- Campaign designed to introduce new line of denim clothing
- Featured a rugged, All-American steel town
- Targeted the 18-34 demographic
Within 15 minutes of the campaign launch, Levi’s saw the traffic to their website double as consumers cashed in on the 40% off incentive. Traffic to the Levi’s Facebook page saw 1500% more interactions, with their total amount of fans increasing by 35% over the course of the campaign. A spokesperson for Levi’s stated that the Facebook campaign was a very cost effective way to drive in new business and they will definitely use similar approaches in the future. To view the actual study, click here.
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Clorox had been advertising their Green Works brand of environmentally-friendly products for several months on Facebook without a noticeable boost in awareness or revenue. A new Facebook campaign was started in 2010 that aimed to raise community awareness with several different initiatives ranging from a $3 off coupon to helping the company decide where to send charitable donations. Another goal was to have fans register at their Green Works homepage on the web.
- Campaign designed to increase awareness of Green Works
- Various incentives offered for visiting Facebook page
- Target audience was females aged 25-54
Clorox almost immediately discovered that the $3 off coupon was by far more effective than any campaign they had implemented to date. A .11% engagement rate was record setting for the company, which was later connected to a 12% increase in brand awareness in a Nielsen study. More than 20,000 fans voted and submitted comments for the charitable drives as well. Over 33% of Clorox’s Facebook visitors for the 2010 year can be directly linked to this advertising. To view the actual study, click here.
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Victory Motorcycles launched a nationwide campaign on Facebook to bring Victory owners and potential buyers together to discuss the quality and affordability of their product. This promotion was initiated to coincide with regional viewing events where local bike owners would post testimonials on Facebook.
- To bring owners and potential buyers of Victory Motorcycles together
- Facebook promotion ran parallel to nationwide test drive campaign
- Target demographic 35-54 year old males
More than 8,000 owners and potential customers became a fan of the page within a six month period, the largest increase Victory Motorcycles ever experienced during that time period. One hundred and nineteen customers also followed through on the promotion to sign up for a free test drive, which was by far Victory’s most successful advertising campaign for the year. You can view the actual case study here.
It took some convincing, but when the state finally jumped aboard, Iowa’s First State Lottery had built an interactive, digital footprint to support its brand, improve customer engagement, drive ticket sales and extend its reach, including to a younger demographic.
And the numbers panned out: Social media statistics for Iowa State Lottery included more than 18,000 YouTube video views, 1,600 Twitter followers and 1,700 Facebook fans. Source Case Study (hat-tip to Michelle C.)
Champion with the aim to provide its brand a distinct personality amongst young males, came up with a very creative and distinctive marketing strategy. It promoted the often ignored backyard athletes with incredible skills. Champion accumulated huge numbers of sports clips created by users on sites like YouTube which included videos ranging from trick basketball shots to mattress surfing. They sorted these video clippings and asked the most impressive to become part of a show. The entire exercise resulted in “Homestyle Sports,” a series of 12 episodes stitching together the best moments from these user videos. The impact of this program was far reaching then expected. Apart from creating a bond with everyday sports heroes; it achieved nearly 1.3 Mn views. Case study
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