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Squishables Facebook Ad Case Study

Squishables Facebook Ad Case Study

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Published by: Social Fresh Conference on Jun 18, 2012
Copyright:Attribution Non-commercial


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Advertising Case Study
Company Background
Started out o a Bethesda, Maryland apartment bydesigner Zoe Fraade-Blanar and tech entrepreneurAaron Glazer in 2007, Squishable is a company thatmakes unique stued animals or children andadults alike. Now based in New York, the six-personcompany is distinguished by its playul, oversizedplushies such as the platypus, narwhal and top-selling Squishable Panda. Sold through Squishable.com and retailers across the country, the stuedanimals etch between $19 and $44.
Squishable created its frst ofcial Facebook Pagecalled Squishable.com in early 2009. Based on apreexisting comics and geek ollowing, it reckonedit would fnd an instant an base or its giantround stued animals on Facebook. Sure enough,Squishable.com soon had rocketed past 10,000ans, establishing a critical mass o people wholoved its 15-inch tall creatures. Today, ans regularlypost pictures and videos o themselves with theirSquishables and go on the Page to clamor or newdesigns. “We have ans who are so gung-ho aboutSquishables that they answer questions or otherans and involve their riends in the community aswell,” says Aaron. “We realized Facebook was a greatway to introduce people to Squishables withoutbeing a heavy sell or your having to click on abanner ad.”Mindul that Facebook could provide this smallcompany with word-o-mouth marketing at scale,Squishable wanted to use Facebook to raiseawareness o its products by increasing its ans. “Westarted running ads when we realized the more answe had, the more likely they were to have a good
Facebook Executive Summary
 To raise awareness o a unique kindo stued animal created or childrenand adults alike
A series o Marketplace Ads serving toacquire new ans or the Page wherepeople can interact with content andbrowse a product catalogue
Key Lessons:
companies build up a an basequickly, creating highly engagedcommunities that can provideword-o-mouth marketing or yourbrand
crowd-source new product ideas,providing a sae way to developnew products as the crowd canindicate their ultimate success
“People will say, ‘no’ and I’ll try again or they’ll say ‘yes’ and those arethe designs we send to prototype,” Zoe says. “It’s just a safer way of developing new things, especially when you’re on a tight budget.” 
Zoe Fraade-Blanar 
Chief Squisher and Lead Designer, Squishable

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