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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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.
Currently, YouTube referrals represent more than 45% of all the referrals to the Dynomighty site. Company executives used to see even higher percentages prior to ramping up other marketing campaigns… but it still out-weighs everything else.
More importantly, the percentage of referrals from YouTube convert to a sale at around 50% – other site referrals typically convert at around 10%.
This shows that the depth of story telling in a video is far more effective towards making a sale and leads to a better conversion rate.
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Kaya Skin Clinic, an Indian company specializing in skin products and services, decided to use online video to promote its new offering – Kaya Bridal. Online videos were chosen as a social media strategy engage with consumers via visual content. The video was published on leading indian and international video sharing sites. The results were phenomenal and established brand Kaya as the skin experts. It also helped break a popular mis-conception that Kaya’s services are expensive and spread the word that it’s value for money 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
To grow awareness, market share and sales, OPI, one the top brands for both home and salon manicures, came up with a strategic plan to spread word-of-mouth promotion of the brand. OPI along with SheSpeaks, a leading word-of-mouth marketing network decided to target female consumers with direct dialogue. The program involved nearly 9,000 SheSpeaks members sampling OPI’s Nic’s Sticks nail polish. The campaign generated close to 800,000 conversations and 120,000 unit sales which proves its high success. Case study
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Tod Maffin, COO and Senior Strategist at