Facebook Promo – SPCA Case Study Part 2
Just over two weeks ago SPCA, with the help of Young & Shand launched this facebook page promotion for their premium pet food.
This brand is managed on behalf of the SPCA by Brand Support the people behind Cancer Society Sunscreen. The business is a case study in itself – a company dedicated to helping charities by developing products and paying them a license fee. They generate near a million dollars a year for the Cancer Society and want to do the same thing for the SPCA.
Situation
Unlike the Cancer Society Sunscreen the SPCA Petfood didn’t sell itself. The assessment was made that petfood is a more habitual, high involvement purchase, one where changing products can cause both pet and owner grief. So it’s easier to stick with what you know than to change something that’s working.
There already was a TV commercial in production but this wasn’t due to air for 4 weeks. They needed to do something fast to drive awareness of the product and generate sales to keep the trade onside.
Solution
Because of the SPCA’s strong brand values and the cause related nature of the product a Facebook campaign targeting key buyers would work well. The key objective was to not only generate Facebook Fans but convert these into real customers as well. To do this several ideas were thrown into the mix to try to do something special.
1. Custom Landing Page – Rather than just set up a
Facebook Page – a custom landing page was developed within Facebook which explained to people what needed to do when the arrived on the page. We designed something visually interesting to capture the visitors interest immediately. The page is here – while you’re there become a fan!
2. Build a Database of Qualified Buyers – Adding the ability to request a sample right from the landing page. It was clealy understood that a lot of people would just support the SPCA and that’s great but really wanted to engage with people that would try and buy the product.
3. Story Forms to Engage – To make the form more interesting a story form approach. Rather than a long boring list of fields, a story to engage the user and build commitment to take action was opted for.
4. Secure a Personlised URL – To have a simple memorable easily spreadable url it’s important to have a short personalised Facebook URL. Once you have 25 fans you can go to facebook.com/yourname to claim your branded URL