Advertising Case StudyFacebook Executive Summary
Leverage Facebook’stargeting and user base toincorporate customer feedbackinto product developmentand increase engagement
Create a two-wayconversation with potentialcustomers with ads recruitingFacebook users to help createDirect Line’s new iPhone app
• Facebook’s “test and learn”environment produced a wealthof quantitative and qualitativeresearch from users that assistedin the development of DirectLine’s new iPhone app• The highly engaged communitycreated by the Direct Linecampaign on Facebook can betargeted for future interactionand campaigning
Richard Bassinder, Innovation Manager, RBS Insurance
RBS Insurance is the United Kingdom’s second largestinsurance provider, with a company portfolio includingDirect Line, Churchill, Green Flag and Privilege.Techlightenment is a leading App developer, while Foolproofis an agency specializing in user-centred digital design.
RBS Insurance collaborated with Techlightenmentand Foolproof to develop a campaign to encourageFacebook users to help determine the featuresand functionality that should be included in anew iPhone app for Direct Line insurance.
The initiative focused on getting specic users tocollaborate on a custom Facebook application on aFacebook Page, the free public prole that enablescompanies to share their business and products withFacebook users on an ongoing basis. Via the FacebookPage, users actively suggested product features andsuggestions for the iPhone app. This was RBS Insurance’srst experience creating a “test and learn” environmentwith Facebook, where it could present new conceptsto existing and potential customers and engage themin the development process. According to RichardBassinder, an Innovation Manager at RBS Insurance, theFacebook tie-in allowed RBS to conduct a qualitativeinquiry on a quantitative scale: “It’s not only about the
“The real beauty o Facebook is that youget multiple business benefts: developmento your product by the community plus theopportunity or users to share inormationor urther campaigns and development.”