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Virgin Mobile Facebook Ad Case Study

Virgin Mobile Facebook Ad Case Study

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Published by: Social Fresh Conference on Jun 19, 2012
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08/21/2013

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851 SW 6th Ave, 10th Floor, Portland, OR 97204 | 1.817.913.0780 | Fax: 1.866.883.0729 | www.Blitzlocal.com
1
CASE STUDY / 
TELECOMMUNICATION
Qtel’s Virgin Mobile Service leveraged Webtrends’ Apps development team for their Make it Yours2011 campaign, a contest in which userssubmitted their photos for a chance to win aCanon 5D EOS camera package. QVMS enteredQatar’s mobile service provider market in May2010, and enlisted. Webtrends’ services to growtheir fan base organically, while engaging andconnecting with their target market on a personallevel. To achieve this goal, Webtrends developeda custom App that pulled photos from Flickr,displayed them in a gallery, and allowed usersto search for, vote for, and share their favoritephotos via Facebook and twitter from a single tabon the QVMS fan page.
Over the course of thecampaign, QVMS saw a 57% increase in fancount in just 29 days.
Even more impressive wasthe dramatic growth of engagement among users,evidenced by the 
sustained 263% increase indaily likes and comments on the QVMS page
.*
OVERVIEW
* Average daily likes and comments from the week after thecampaign’s end compared to the week before launch
1. GALLERY2. VOTE & SHARE3. WINNERS
Blitzlocal Helps Qtel’s Virgin Mobile Service IncreaseFan Count by 57% in Just 29 Days
 
851 SW 6th Ave, 10th Floor, Portland, OR 97204 | 1.817.913.0780 | Fax: 1.866.883.0729 | www.Blitzlocal.com
2
Prior to Make it Yours,
users returned
to theQVMS page
an average of 1.2 times daily
,but during the campaign, fans returned tothe page
 an average of 3.6 times daily
. This is a dramatic increase indicative of acontest, but what’s impressive is that the
daily comments also increased by 53%,which aligns with the 57% increase in fancount
over the course of the contest. The Make it Yours App not only interestedusers enough to keep them returningto the page, but engaged them to postand comment outside of the tab. This isbenecial because
users posting and likingcontent increases Post Quality Score,stream impressions, and EdgeRank. 
 These are all vital ingredients to a powerfulFacebook presence that not only attractsnew fans, but has the ability to
touch fansoften and nurture them into conversion.conversion rate was 60%.
GROWTH AND ENGAGEMENT
 As a result of this campaign, QVMS increased the sizeof their fan page by 57%, and now reaches each fan47% more often.*
* Average daily stream impressions per fan was 47% higher followingthe campaign than prior to launch
BEFORE AFTER
27,54543,335
       1  .       2
0
Fan Count
   P  a  g  e   V   i  e  w
       3  .       6
 
851 SW 6th Ave, 10th Floor, Portland, OR 97204 | 1.817.913.0780 | Fax: 1.866.883.0729 | www.Blitzlocal.com
3
IMPACT ON OTHER CHANNELS
QVMS wanted to tap into Qatar’s creative community on Flickrand activate this younger, hip audience to engage with the brandon Facebook. They were particularly interested in the campaign’simpact on other channels and the effectiveness of their choiceto use Flickr as the contest’s point of entry. Webtrends realizedtheir goal, and provided post-campaign analysis to illustrate thecampaign’s signicance and success.
239% increase
of average daily inbound trafc from links ontwitter during Make it Yours
Flickr.com generated 303% more trafc
during the campaign
than twitter
, which was already up 239% percent
262% increase
of average daily
inbound trafc
to the QVMSpage 
from search engines
during Make it Yours. There was
more trafc
to the QVMS Facebook page from external searchengines alone during the contest
than there was from theFacebook
In the week after the App was removed from the page,average daily
inbound trafc from Google to the QVMS pagewas 76% higher than it was before the contest.
Inbound trafc direct from Twitter buzz Inbound trafc from Flickr vs. Twitter Search engine to trafc to the QVMS Facebook 
BEFOREDURINGTwitter Flickr BEFOREDURING

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