PLAY AND WIN – Facebook promotion of new product

Facebook is an effective tool to raise awareness and stimulate interest among the target audience for your new products.

Brand: Max Factor Macedonia
Industry: Decorative cosmetics
Fans before the start of the campaign: 17.300
Timeline: Two days

Primary target group:

• Girls/women
• 17 – 40 years old.
• In a relationship, engaged or married

Challenge

In February, Max Factor wanted to promote one of its newest mascaras from its product line, the new Clump Defy Volumising Mascara.

The challenge was to create a fan experience for the fans that will stimulate interest and demand for the new mascara, as well as increase the fan base of the Facebook fan page for Max Factor Macedonia.

Main idea

How to promote the newest Clump Defy Volumising Mascara and at the same time increase the number of Facebook fans?

We have decided to give the new mascara to the fastest girls that will guess which of the newest Max Factor products is hidden on the picture.

At the same time, one of the best ways to increase the number of users for one Facebook campaign is through the application that has integrated viral elements, such as the option of Inviting friends.

Goals:

• Promotion of the newest Clump Defy Volumising Mascara
• Creation of demand for the product
• Acquisition of Facebook fans
• Creation of mailing list

Solution

We launched a Facebook contest “Play and win“, with a Friend Gate option where the fans had to get the support from 30 of their Facebook friends and be between the fastest that will give the right answer to the question. The concept of the campaign allowed to not only promote the newest mascara from Max Factor but also to increase the Facebook fan base of Max Factor Macedonia.

Facebook Fan Gate used during the campaign.
The visitor needs to be a Facebook fan to get access to the exclusive fan-only content.

Resources used:

• Facebook application – Friend Gate
• High-quality content and updates (posts)
• Facebook ads campaign

“Play and Win” through numbers:

• 310,516  people saw a content about Max Factor
• 10,681 people Talking about this,
• Over 8000 acquired fans,
• 1,000 users took part in the contest,
• 600 registered e-mail addresses,
• Constantly present in the top 5 brands in Macedonia for daily and weekly fan page growth during the campaign (source: socialnumbers.com)

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