The project 1you1LOVE was carried out from 1 Aug 2010 t0 1 Oct 2010 for the duration of 60 days. The objective of the project is to (1) increase the number of fans of New Bob Realty Facebook page ad to activate the existing community while (2) positioning New Bob Realty as an agency with CSR among public. 21 ambassadors were recruited as the initial core group to amplify the messages related to the cause selected – mental health awareness. Photos and messages about mental health were amplified throughout the campaign period in a very dynamic and engaging way to attract attention of the public. This action is to imprint the brand of New Bob Realty into the mind of fans relating to social good will, which will lead to the activation of community existing and emerging engagement.
However, the campaign slowed down after one month as the momentum of the ambassadors and the excitement and attention of the public slowly fading away. In order to maintain the momentum of the campaign we’ve adopted a few new strategies including using the photos of ambassadors to carry important messages to promote Walk into the Light and the initiatives of D’Home.
From 808 on 1/8/10, 2,838 on 1/10/10, the growth during the campaign period was about 250%. 55% of the total are female and 45% male. In this campaign we were focusing on growing the age group of 25-45, which is more likely to be the potential customers of New Bob Realty in the long run. Using the correct advertising strategy we achieve the objective by seeing tremendous growth of the targeted age groups especially 25-34 which is now standing at 54% of all fans of the page.
From the chart above we can observe that the age group of 25-34 is dominating the overall fans at 54% while age group 35 and above is about 21% of total fans. Also observing the interactions of fans female of age 25-34 is the most active group commenting and liking the content posted on the wall.
From the charts above we can also see the spike of numbers of interactions and page views during the campaign period. From this we can see that the fan base is more interested in richer content and will more likely to respond to photos rather than existing property listings.
Good day,
I have come inquiries pertaining your New Bob Realty campaign:
1. Please give a hint on the cost estimation to run this similar project which is to increase fans on certain brand
2. I supposed this campaign is limited to certain period only, does your campaign management cover post-campaign monitoring, if yes, how is the retainer fee?
3. How do you measure this advertising strategy is correct when you only targeting techno savvy i.e. facebooker in this campaign?
Hope to hear from you soon, cheers
Best Regards,
Skye
Hi Skye, thanks for dropping by and the questions. I’ve replied you in an email to the add you provided, please check. Thanks again.