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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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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.
I’m a huge fan of the Canadian Broadcasting Corporation. Besides being an avid fan, I used to work there as a national host and producer for its CBC Radio One network. So it came sort of naturally that I started a fan page on Facebook for it. Not even two years later, and the Page now has 48,000 very engaged fans — far more than any other CBC page (official or not). Sometimes it’s so busy that within 15 minutes of posting something on the page, more than a hundred people have commented on it.
If you’d like to grow your page zero to 48,000 fans, here are some tips I recommend:
Set Up an Auto-Publishing Twitter Account
Facebook lets you automatically tweet out page updates onto a Twitter account, so I established @aboutcbc on Twitter and it serves as a promotional channel — whenever I post something on the Page, this account tweets out the post with a direct link to the post. This reminds people to check the Page and, if they’re not already following the page, to Like it.
Follow Lots of Obscure Content Sources
In my feed reader, I have a tonne of sources that publish content about the CBC — sources like the CBC’s official news web site and some program web sites. But I find the links that generate the most engagement come from sort of obscure sources. For instance, I follow this great (but horribly designed) blog about the Canadian radio industry, this blog for a band calledPeter Mansbridge and the CBCs (totally unrelated to the CBC), and follow an RSS search for CBC on eBay. I find the more random and offbeat the content, the more engagement happens.
Here’s an example of a recent eBay find:
I wish eBay had an affiliate program — usually things I post from eBay on the Page sell within minutes. Here’s another example: Note the last comment of someone telling everyone they’d bought it:
Actively Engage
A few hours after I post something on the page, I usually try to go back and engage in a little conversation with some of the commenters. This, of course, drives more comments and the engagement loop remains solid. Putting a little bit of you in the page goes a long way to humanizing the content.
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For more of this article, visit http://www.todmaffin.com/growfans
Describe the business problem or objectives of the campaign
Flagler Hospital Bariatric found they could not accurately track new leads or new surgeries by using traditional marketing (TV, billboards, etc.). They came to XE Corporation to explore using a social media campaign to gain awareness of their services and increase the numbers of their surgeries.
Other areas in need of improvement included:
- Increase new patient counts
- Increasing the number of attendees to their free seminars.
- Increasing referral rate to both seminars and Flagler Bariatric.
- Increasing past patient participation/engagement on social channels and at events.
- Increasing fan counts/participation on Facebook.
How were the business challenges / campaign objectives addressed?
XE Corporation formulated a comprehensive social media campaign that utilized offline and online tactics to create buzz around their brand, establish an on-going conversation around their services and engage members of their community to refer their friends to attend Bariatric seminars and then become new patients of Flagler.
Tactics:
Customize Facebook Landing Page
Re-branding of the Facebook page via landing pages and other customization to better control the experience for users.
Create Online Invitations for Events
Promotion of Flagler Bariatric Events using social networks to gain more attendance
Launch a Referral-Based Giveaway
Created a referral-based Wii Fit Giveaway requiring entrants to “like” the Facebook page and to refer a friend to attend one of the Free Seminars held by Flagler Bariatric.
Online Surveys
Designed and promoted surveys to gather feedback specific to social efforts from the Bariatric community
Fan-Favorite Recipe Module on Website
Creation of Fan-Generated “Menus”, where current and past bariatric patients shared their favorite recipes/meals to eat that are bariatric-approved.
“Spotlight Fan” Facebook Contest
Patient submitted Before & After pictures as part of “Spotlight Fan” Facebook Contest to increase support and conversation among fan community.
Campaign Results
- Cut marketing costs by 93% by switching from traditional media to social marketing.
- Increased Facebook Fan Page conversation by 5 times
- Increased visits to the Facebook Fan Page by 400%
- 30% participation rate with online survey after 5 weeks
- Using “crowdsourcing” from survey – it helped Flagler decide on the next Facebook patient appreciation campaign – Giveaway a year’s supply of custom vitamins and supplements
- Recruited 40+ volunteers to be community leaders online to help promote the Flagler Bariatric Community with other fans and potential patients.
- Produced 24 qualified leads to attend free seminar
- Estimated 16 new surgeries from this campaign
Want your own success story featured here? Tell us about your social media campaign!
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Tod Maffin, President of