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Clorox: Raising Awareness with Green Works Brand

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.

Flagler Bariatric: Boosting Surgery Numbers

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.

Want your own success story featured here? Tell us about your social media campaign!

Yer man Tayto’s on top again, Ireland: a crispy case study

image source: Wikipedia

With a name like Sullivan, count on me to kick things off with a case study from the Emerald Isle.

Founded in the 1950s, Tayto (a division of Largo Foods) is a top Irish crisp manufacturer (that’s potato chip to you, mate!) with the lovable Mr. Tayto as brand mascot. A veritable cultural icon, Mr. Tayto has his own autobiography and even made an appearance as a fake candidate in the 2007 Irish elections with a number of write in votes to his credit, no less. Needless to say, after more than 60 years on the market, it was time to spruce up Mr. Tayto’s image. Cue Ray Swan and the good people at McCann Erickson Dublin, Mindshare and Boondoggle, who came together to create a multichannel marketing and PR campaign that made mouths water:

Objectives:

1. Develop a campaign that allows the audience to engage with the brand
2. Make Mr. Tayto relevant again

Results:

1. An increase in sales of nearly 1 million extra packets of Tayto crisps
2. 90 000 hits on Bebo and Facebook
3. Tayto regained the title of Number 1 crisp in Ireland

How did they do it? Check out this entertaining case study video posted by McCann on YouTube, as well as the campaign website and “Mr. Tayto – Guess who’s looking for love?” and “Mr Tayto – Clothes make the man” videos. You can also get campaign partner Mindshare’s take on the Tayto triumph through their own online case study.

For the curious among you, know that Tayto crisps come in the following mouth watering flavours: Cheese & Onion, Salt & Vinegar, Smokey Bacon, Ready Salted, Prawn Cocktail (!), and Tex Mex.

After you’ve … dare I say it …  digested this case of Taytos, have fun watching this stand-up routine by Irish comedian Dara O’Briain and get a bit of a sense of what a cultural phenomenon the Tayto really is on the “udder” side of the pond.

Enjoy!
Michelle

Carnival Cruise Lines Uses Social Media To Promote Sales

Carnival Cruise Lines thinks it’s pioneered the use of social media to build customer loyalty and satisfaction. Its campaign included launching a blog, a Twitter stream, Flickr photostreams, and a web site offering a virtual interactive tour, an online community/ social network offering photo/ story sharing, scrapblogging, trip planning, event organizing. The target audience was travel agents and new as well as existing customers. The results — more than one million hits on the web site and more than 20,000 online bookings Case Study

The Rose Project Uses Social Media To Raise Charity

The Rose Project, a Dublin based charity that helps HIV/ AIDS patients in East Africa, collaborated with Brightspark Consulting to launch a social media campaign to spread awareness about this noble cause. The campaign involved a brand new web site, a blog, Facebook page and Twitter profile. The results have been phenomenal – donations received from as far as Alaska and Adare. Amazon collaborated with The Rose Project through its Twitter feed and started distributing gift wraps for the project. Case Study

Novartis Turns To Social Media To Generate Awareness On CML Disease

Novartis decided to adopt social media to generate awareness on CML Disease and launched a community site known as CML Earth. The site targets CML patients, health-care professionals, and patient groups. The site lets members connect with others near them. The results: More than 2,000 members, an unmatched resource for information on CML and a very active community willing to help CML patients anywhere in the world. Case Study