FOXTEL: 100 Days of Summer
Brief: We have a campaign called "100 Days of Summer" and we want a social media campaign to grow our 25,000 existing Facebook fans (who complain a lot) to 40,000 happy fans.
Solution: We took the campaign title literally and everyday during summer we rewarded the FOXTEL fans with hot content (pun intended) and exclusive prizes. By focusing on the FOXTEL content that people love rather than the FOXTEL platform we were able to grow the fan base with the right type of fans.
The type of content posted is created on the fly to make it relevant and also adapt to how it is received by the audience. High performing content types are added into a higher rotation.
Results: At the end of the 100 days FOXTEL ended up with over 120,000 fans with positive sentiment outweighing the negative by a ratio of 10:1. The success of this campaign will be built upon for the reminder of 2011. Key learnings from the campaign to be implemented and shared with other owned and operated channel profiles.
Daily posts are a combination of original creative, curated items from around the web and those supplied by the various channels and general conversation starters.
We were careful to keep the mix as broad as FOXTEL's target market and also push the conversation at any opportunity.
Our extensive experience in producing content stems from our varied blogger background and entertainment clients experience.
Content ranged from the highly produced "Find the Hidden" TV shows in the image seen here. Which generated a lot of conversation.
We tied in content and channels in a variety of ways even just asking people what their preference for a weekend is like thanks to the weather channel.
The FOXTEL target market is as varied as they come but one thing that combines them is their love of TV & movies.
We created posts that played with the Facebook features. This content is easily downloaded and shared on other users profiles.
Some days we curated Top 10 lists. The staple of many blogs, this works well in the Facebook platform as long as the content is unique.
Over 3,000 highly targeted Facebook ads were created for key pieces of content using our Internal Facebook Ad API Platform.
The ads were optimised daily with learning's from each micro campaign then fed back into future campaigns resulting in the cost per fan being less than half what was forecast.
CTR's of 0.2-0.4% were regularly achieved, well above the industry average of 0.04%
The results have exceeded all expectations, with the original 40,000 fan KPI being surpassed after 14 days.
The total fan base has risen 480% (25,000 - 120,000) while total unsubscribe's hardly went up.
Active users, organic fan growth (non media driven), positive sentiment in posts are all well above expectations. There will always be the haters but now they have many more fans to shout them down.
It's not rocket surgery. We created a campaign without the hype and just used Facebook to connect people to their interests and encourage conversation and sharing of content.