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.
Image via Wikipedia
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.
Image via Wikipedia
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.
CaseStudiesOnline.com on Twitter
CaseStudiesOnline.com on Facebook
Case Studies by Email
Subscribe via RSS
Tod Maffin, COO and Senior Strategist at