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The Arizona Office of Tourism was spending a significant amount of money on traditional forms of advertising and they were seeking a cost-effective alternative to reaching interested parties. They decided to implement a marketing strategy on Facebook that would get visitors excited about the state of Arizona.
- Promotion utilized popular keyphrases to maximize exposure
- Drawings were held for free vacation getaways
- Keywords were based off Facebook users’ various interests
The Arizona Office of Tourism saw an average of eight times more clicks to their website than what traditional advertising campaigns delivered. Over one in four of those visitors requested additional information about vacationing in Arizona, which was a much higher conversion rate than they had ever experienced before. Since the promotion delivered such promising results, 89% of the advertising budget for the Arizona Office of Tourism is now spent through Facebook. To read the actual study, click here.
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Adidas approached the World Cup in 2010 as a genuine opportunity to create a strong public image in the minds of football fans around the world, so they decided to launch a Facebook campaign that would feature their F50 adiZero football boot before the matches actually started.
Although their overall goal was to establish themselves as the premiere sporting goods dealer for anything football relate, it was also very important to connect with South African fans on a personal level.
- Target audience was worldwide, but specifically South Africans
- Campaign raised funds for Nelson Mandela’s AIDS awareness program
- Served as a link to original World Cup videos and editorials
- Highlighted the product launch of the F50 adiZero football boot
- Several 24 hour blocks were used to reach Facebook members
Throughout the campaign, over 2.3 million unique viewers had visited Adidas’s Facebook page, with 863,000 connections occurring over the first month alone. The average daily visits reached a half a million viewers, indicating that their campaign created genuine interest for return visitors. Brand awareness rose between 8-23% in different regions of the world. To view the actual study, click here.
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Although Einstein Bros. Bagels had maintained a Facebook page throughout 2009, they saw that their number of new visitors had become stagnant with a total at a fan-base of around 5,000. Their campaign approach was designed to determine if direct marketing through Facebook could increase their overall sales, with a secondary goal of increasing feedback from consumers.
- Campaign contacted previous Facebook fans with exclusive free bagel offer
- Afterwards, a block ad was sent replicating offer to new fans
- Promotion lasted 24 hours and sent to all Facebook members
During the first week of the campaign in January of 2010, Einstein Bros. Bagels saw a 1000% increase in fans on their website. On January 25th of the same year, their fan membership jumped from 50,000 to 300,000 in a single day. Those 300,000 members were then used to create a profile of their typical fan. A second campaign was launched to reach those within their most prominent demographic and the fan base doubled again to 600,000. For the mere cost of a bagel, Einstein Bros. Bagels became the 54th most popular business on Facebook. To view the actual study, click here.
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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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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.
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