THE BRIEF Make the Avios presence on Facebook and Twitter come to life, increase interaction and increase 'likes'
THE CREATIVE Various including: Christmas Facebook Campaign to increase likes; Infographic Facebook banners to show scheme as an active entity; a Facebook page to reveal the faces behind the Avios team posting on the Avios wall (content also provided to show the team's personalities, e.g. top travel tips); polls to build interaction; posts and Tweets to support all campaigns
Avios wanted to increase followers of its Facebook page. With just 18,000 'likers' gained over the first 13 months since launch, they had invested heavily in agency-led campaigns to no real success. I simplified the marketing idea (originally a complex game) to a simple, low-cost 'like' us to enter a prizedraw (total prize fund was just £400).
In the first three days:
Followers grew by more than 70% to almost 31,000, with the 13,000 new 'likers' being targeted Avios members
Reach increased more than 70%
People talking about Avios increased 8,000%
Avios achieved significantly higher than average volumes of 'likes' and 'comments' for associated posts