Facebook Promo – SPCA Case Study

April 13, 2010 Written by Social Media

Facebook SPCA Facebook Promo SPCA Case Study

Just over two weeks ago SPCA, with the help of Young & Shand launched this facebook page promotion for their premium pet food. It’s gone banana’s and there’s a few key reason why.

  • A worthy cause, clearly the SPCA is something most people support -you’d have to be a nutter not to.
  • Instantly rewards the community – people love free stuff.
  • Compelling type – “Make A Difference”.
  • Low barriers to entry – for a tiny bit of info you’re instantly rewarded.

iThnk the true beauty of this promotion is that it focuses on true fans, people who aren’t animal lovers aren’t going to sign up for a sample of free pet food.

It seems simple but the SPCA is attracting peeps that are perfectly fitted for their target market .

Perhaps we should all just forget the hype about social media and just go back to basics – pick an appropriate target market and then promote accordingly.

  • alexwhalley

    Social Sammy! Brilliant – straight forward – to the point.
    Yet again you have taken a supposedly complicated social media marketing tactic and broken it down into the simplicity that is:targeting relevant parties – creating a compelling call to action.
    Be interesting to see the results from SPCA , maybe they will divulge with some persuasion (I can't threaten a puppy here can I?)

  • socialsammy

    Glad you found some value in it Alex, but….endangering puppy's wasn't exactly what I was after here. I do know the consultant on the project so I'll see if he's able to release the stats on it once it's slightly further through the promo. Will most certainly write an update with stats if I get my hands on them.

  • Alycia

    Great simple post, I love it!

  • bwagy

    Thanks for the mention Sam! I always say that the barriers to entry online are low (ie anyone can do it) but the barriers to success are high. A simple campaign with the right tactics can make significant results. We have some numbers (but can't release yet) I'll forward them to you when we get them.

    Just an idea, in New Zealand in 14 days it grew to about 21,000 fans (bigger than Air New Zealand) – we need to check numbers but it would be one of the bigger consumer brands in New Zealand. You'll also see we use the form to establish a story with the fans, this has increased conversions almost three fold on our previous experiences.

  • socialsammy

    Hey Ben

    You're so welcome, it's a great campaign and very well thought out – deserves all the attention it gets. Wow those are huge huge stats! 21,000 fans is outrageous – congratulations.

    iThnk the fact that you've got fans talking is definitely an indication that you've got real fans, building a story is awesome but the fact that these people care about animals is to me the critical factor – magic!

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