Piper Aircraft Sells a $140k Plane with a $40k Social Media Budget
Can you use social media to sell a $140,000 product? Apparently, you can.
Piper Aircraft has sold one of its entry-level light sport aircraft, just days after launching a social media campaign that included a YouTube channel, a Facebook page, and a feed on Twitter. Piper hired a firm to create original content for all three channels.
The video strategy, as you’ll see in the embedded video below, was less about graphics but would focus on authenticity, featuring interviews with Pipers’ chief engineer and the chief pilot.
The site launched in early February and the company’s YouTube videos have been watched more than 30,000. The 7,500 Facebook fans are engaged (sending in photos, chatting with Piper reps on the page), and Piper says it’s already sold a plane online because of the campaign.
Total budget for the campaign was less than under $40,000.
Below, SearchEngineWatch.com correspondent Greg Jarboe interviews Michael Kolowich about the campaign, an in particular, the careful optimization of tags, key phrases, and descriptions used.
Do you know of any examples where a social media campaign paid for itself in a single sale?
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Categories: Facebook Pages, For-Profit, Sports/Athletics, Twitter, Video/YouTube |
Brand(s): Piper |
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Tod Maffin, COO and Senior Strategist at