A NEW YEAR MUST HAVE PERFUME – Attracting large initial Facebook fan base

Facebook is remarkably powerful and fast tool to share a message, idea or boost a campaign success.

Brand: Elixir Exclusive
Industry: Retail, Health/Beauty products
Fans before the start of the campaign: 1750
Timeline: Four days

Primary target group:

• Girls/women
• 17 – 40 years old.
• Trendsetters
• Single

Challenge

Statistically speaking, December is one of the most expensive months and a time in the year when consumers’ shopping cart reaches the peak, rising significantly above the average amount.
Elixir Exclusive was well aware of this fact and wanted to position its stores as a great place for picking up a holiday gift.
Our client chooses Facebook as the main force for the upcoming promotional activities.
We started working together with Elixir just 3 weeks before New Year’s Eve and one of the main challenges right from the beginning was certainly the need to attract a large number of fans immediately.

Main idea

How can we manage to build a solid fan base for Elixir Exclusive right from the start, in a limited time period by running a campaign in several days?
This was the first question our team asked and the first challenge we faced with.

Attracting and earning the attention of thousands of fans is crucial if we want to engage large audience in the forthcoming sales-oriented and more important campaigns for our client. 

Goals:

• Facebook fan acquisition
• Promoting Elixir Exclusive
• Promoting: D&G Pour femme, Christina Aguilera Red Sin and Marc Jackobs Dots.

Solution

Despite the fact that our primary goal is fan acquisition, we were looking for opportunities on how to engage fans and get valuable feedback from them.

D&G Pour femme, Christina Aguilera Red Sin and Marc Jackobs Dots were the perfumes that our client wanted to promote for the target audience.
At the same time Elixir Exclusive will get a response from the market about the likability of those three perfumes and which is the most desired among them.
That is how we came up with the idea about “Must have perfume”, campaign supported with Friend gate Facebook application.

This is the Facebook post that announced “Must have perfume”.

Resources used:

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

How the app works

Must have perfume had the following rules:
1) A fan need to get the support of 25 Facebook friends (who will become fans of Elixir Exclusive fan page),
2) Answer the question “On what perfume would you spend the
last money in your pocket?”,
3) Enter personal information
(e-mail address, name and surname).

This is the design for our like gate page.
Showcasing the benefit and the timeline for our special offer.

“Must have perfume” through numbers:

• 240,420 people saw some type of content  about Elixir Exclusive
• 4,924 people Talking about this,
• 2,400 acquired fans,
• 1,928 participants in the quiz contest.

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