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In November of 2009, Cheerios began a Facebook campaign that primarily targeted mothers with young children. In order to entice this demographic to become a fan, they offered a free children’s book to charity for each new member that made contact through Facebook. The campaign launch was scheduled in a 24 hour block format where all Facebook members meeting the criteria would see the ad. The overall goal was to increase the company’s image as a responsible, caring business that relates to their customers.
- Facebook campaign aimed at mothers with small children
- Free book donated to organization First Book for each fan
- Goal was to enhance company image with mothers
On November 5th, 2009, Cheerios has 133,129 visitors to their Facebook page, which is a 1500% increase from the previous day. The overall engagement rate (.19 percent) was a record for the company and Cheerios eventually had over 84.5 million total impressions. Over 200,000 people have become fans of the page since the campaign launch with 124,000 books given away. You can view the actual case study here.
“philosophy”, a skincare company with an objective to build brand loyalty with new visitors launched a Mother’s Day-inspired contest where it encouraged clients to share their mother’s philosophies at www.yourmomsphilosophy.com. Philosophy promoted its clients to share personal stories and pictures online with their “Your Mom’s Philosophy” campaign, which they implemented and managed using Bazaarvoice Stories. The results were exceedingly inspiring since it received more than 1,000 stories and nearly 39% of all site traffic originated on the Stories page. Case study
To spread awareness and sales of its product Tortellini, Barilla targeted moms as their core consumers. The word-of-mouth campaign set out to be tremendously successful for the company. The Barilla word-of-mouth campaign engaged 4,000 unpaid, unscripted consumer volunteers which specifically targeted to reach Barilla’s core consumers – moms. As a result, nearly 410,000 communications were captured throughout the campaign and over 82 percent of participants became promoters of the product. Case study
HP’s campaign to create awareness regarding the availability of contents related to DreamWorks Kung Fu Panda movie turned up to be huge success. HP in a strategic move hosted Momblogger events in four cities, which were designed to bring HP King Fu Panda content and activities to life and incite moms to share their experiences with other moms. Over 200 moms and 400-plus children attended the events, tried HP Kung Fu Panda printable crafts, played the Activision Kung Fu Panda video game on HP TVs and PCs and accessed movie content on Nick.com/hp and Yahoo! The results were amazingly positive, the campaign capitulated over 32 blog posts with an estimated readership of 800,000, and more than 200,000 comments. Case study
Procter & Gamble (P&G), marketers of heartburn medication Prilosec OTC, utilized social medium to give away eight Super Bowl tickets on behalf of the medication. As a cost-effective, creative means popularize the campaign, the company developed an online instant-win sweepstakes. P&G also assembled a strong database of 200 influential blogs, message boards and Web sites in the area of sports, parenting and contests. To further reach the consumers it created a rich media widget for consumers to upload to their blog or social networking page and also developed Facebook profile. The results were outstanding since the campaign was able to reach 1,225,000 unique visitors on blogs and nearly39% of registered entrants qualified for a Prilosec OTC sample. Case study
Unilever took the support of word of mouth marketing campaign to raise awareness regarding its new skin care segment and their new product, Dove Summer Glow. The campaign aimed at educating the consumers regarding correct usage of the product and motivated them to speak more about the product to their friends and family. For the same 30 conversation starters were identified that networked in their local communities and were invited into and social groups as guest speakers. They also targeted groups such as mothers’ playgroups, school groups, sporting associations. Case study
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