Components of a successful marketing campaign include:
- An active and engaged audience
- A network excited and eager to share content among friends (spread virally)
- A campaign that is designed to reward fans and
- A campaign that meets or exceeds set goals, whether it’s a growth in fan base or improved visibility
The following case studies take a look at four iconic Facebook marketing campaigns.
Each illustrates how timing, message, voice and social network when effectively combined can boost visibility, build brand awareness and create a viral sensation.
Case Study #1 – Ford’s Big Reveal
Ford’s campaign to reveal the new 2011 Explorer has gone down in history as arguably one of the best Facebook campaigns ever run. What made this campaign remarkable was its use of social media rather than taking the traditional marketing route and unveiling the new model at an auto show.
This well established brand, who many might have thought to be entrenched in an old school marketing methodology, became the first car company to use the web and social media in this way.
Although it was only to be a single day event, the 2011 Ford Explorer reveal was a viral sensation as it was broadcast live on Facebook continuing to gain momentum for days and weeks to come.
So why did this campaign work? Ford used that amazing ability of Facebook to “go viral” by creating anticipation and buzz around an eagerly anticipated product. The campaign was enhanced by Ford’s exceptional use of video, keeping what soon became a clicking frenzy on the move.
The final result: seventy-five thousand fans logged on and viewed the auto show, Ford held the number one trending topic position on Twitter for the entire duration of launch day, the number two trending topic on Google and received over one million views on YouTube.
Rebekah believes that social media has transformative powers when it is used correctly and integrated in to a strategic marketing plan.
Rebekah manages social media on a daily basis and is eager to help you STOP those time sucking activities and maximize, prioritize and monetize your online efforts!
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