WHO – The Facebook Marketing Strategy’s Objectives.
After the launch of ARBRE MAGIQUE®, a leading brand in the sector of deodorants for cars, IAKI has created a Facebook Marketing strategy to launch the new range of ARBRE MAGIQUE® Freestyle, which is addressed to young people.
WHAT – The contest and the Marketing Strategy by IAKI.
In the Facebook marketing strategy for ARBRE MAGIQUE®, IAKI included a set of connected projects: the online contest “Crea in Freestyle”, a Facebook application and the development of a website based on the look of the new Freestyle products. The contest “Crea in Freestyle,” which was entirely conceived and developed by IAKI (from the creation of the concept to the management of legal practices) led to the creation of thousands of customized ARBRE MAGIQUE®. The Facebook app on the other hand, was able to valorize the differences between the new ARBRE MAGIQUE® range and the old ones, and to emphasize the positioning of this new young line. People were able to choose the tree that represented the most their personalities and, as a result of this choice, they received personalized quotes about music,love, sports and fashion.
HOW – The Creative Concept of the Facebook Marketing Strategy.
“Pino” is like your best friend. Old friends that haven’t seen each other in a long time (out of production products), historic friends who know each other from when they were born, and new friends: young and fresh personalities that follow the trends, quite in step with the times and that love to communicate and express themselves. (the Freestyle line).
WHY – The Choice of a Facebook Marketing Strategy based on an Online Contest.
ARBRE MAGIQUE® is an evergreen, a versatile brand with many possibilities, able to catch every type of personality. The strength of this Facebook Marketing Strategy is its ductility, its power to engage both the people who want to express their creativity by creating their customized ARBRE MAGIQUE® and those who are attached to the brand and to the old memories of out of production ARBRE MAGIQUE® products.
RESULTS – The Facebook Marketing Strategy’s Results.
This year we are at the 3rd edition of “Crea in Freestyle”. The synergy between the page and the contest has been excellent: not only the most of participants came from the Facebook wall but also they used it as a mouthpiece. Many of them published their designs of ARBRE MAGIQUE® on the Facebook wall after having created them. Moreover, an extremely resourceful fan created an event on Facebook to ask all of her friends to vote for her. The wave of visibility together with Facebook ADV made increased the amount of fans and contest participants.