You are on page 1of 2

Advertising Case Study

Nokia
Company Background
Every day, more than 1.2 billion people connect to one another with a Nokia devicefrom mobile phones to advanced smartphones and highperformance mobile computers. With its tagline of connecting people, Nokia is integrating its devices with its Internet services platform Ovi, which includes maps, applications, music, messaging and more.

Facebook Executive Summary


Client:

Objective: Raise awareness of new Ovi Maps application across key markets Solidify position as an innovation leader against the backdrop of an increasingly competitive mobile landscape

Objective
Having recently launched free drive and walk navigation on Nokia smartphones in 77 markets and in 46 languages with Ovi Maps, Nokia had three major objectives for its Facebook campaign in early 2010. It wanted to raise awareness of its innovative Ovi Maps offering across key markets in Europe, Latin America the Asia-Pacific region. It also was seeking to increase engagement and reach across a broad audience (13 years and older) that was interested in free navigation on a handset. When we made the significant announcement to offer our world-wide navigation service for free to Nokia smartphone users, we chose the place where social conversations take place to ensure we would quickly reach a maximum audience across the globe, says Mads Winbland, Nokias Vice President of Marketing. Whats more, the company was looking to reinforce its position as an innovation leader against the backdrop of an increasingly competitive mobile landscape.

Solution: Use Facebook Video Ads to drive awareness of Ovi Maps app and encourage users to connect to Nokias Facebook Page Key Lessons: Nokia was able to use Facebook targeting to reach users 13 years and older in 12 countries The company deepened its relationship with customers by allowing them to participate in the conversation about the new app on its Facebook Page

When we made the significant announcement to offer our world-wide navigation service for free to Nokia smartphone users, we chose the place where social conversations take place to ensure we would quickly reach a maximum audience across the globe.
Mads Winbland Vice President of Marketing, Nokia

Advertising Case Study

Approach
Nokia decided to run a type of media buy on Facebooks home page called a reach block, which guaranteed it would reach 100 percent of its target audience over a 24-hour period. As an ad format, Nokia developed a video ad that allowed users who clicked on it to explore the features of its Ovi Maps. The ads call-to-action encouraged people to connect with Nokias Facebook Page, the free public profile that enables companies to share their business and products with Facebook users on an ongoing basis. Nokia aimed to reach as wide an audience as possible, running its first reach block on January 27, 2010 to Facebook users 13 years and older in France, Germany, Spain, Italy, Russia, Saudi Arabia, India, Singapore, Australia, Brazil and Mexico. A second reach block ran on February 6 targeted to the same demographic in the United States. By using Facebooks Reachblock in 12 different countries, people all over the globe could explore the benefits of the new Ovi Maps free navigation service via rich interactive media straight from Nokias Facebook Page and then click on to download it straight to their Nokia smartphone, says Mads. More importantly, they could all participate in the conversation, comment on the breaking news and show their appreciation for our brand by becoming a Nokia fan.

Results (cont.)
February 6). There were more than 1 million connections on Nokias Facebook Page as of mid June 2010. Over both the reach blocks, some 175,805 people watched the videos on Ovi Maps. The overall result was downloads of Ovi Maps in excess of 1 million in the first week alone, says Mads. This proves that people were very receptive of this great offer andby providing them the means via Facebookconsidered it well worth talking about.

Results
More than 408 million impressions were delivered Some 104,330 connections to Nokias Facebook Pageor about 10 percent of the current amountwere generated on the days of the two reach blocks (54,558 connections on January 27 and 49,772 connections on the

The Future
As consumer communications is steadily becoming more conversational and engaging in nature, we will continue to connect with our users in new and better ways, says Mads. For us Facebook offers excellent opportunities to expand direct consumer dialogue.