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Watsons Personal Care Stores is Singapore’s leading beauty and health retailer with over 100 stores located islandwide. Aligned with its philosophy of bringing ‘more’ to customers’ lives, Watsons strives to bring the best in beauty and health products to consumers at affordable prices. In January 2011, Watsons became the first health and beauty retailer to be awarded the Singapore Service Class (S-Class) Certification by SPRING Singapore, given to businesses that have attained service excellence covering areas including leadership and customer satisfaction. Watsons Personal Care Stores is owned by Hong Kong-listed AS Watson Group, a Hutchison Whampoa company.
Facebook Executive Summary
Objective: Build a community on Facebook as the first phase of a multi-phase program for 2011 Solution: Engage people with a game offering a chance to win prizes, supported by Sponsored Stories and Facebook Ads Key Lessons: • Keeping the interaction simple and getting people into an activity quickly can help increase engagement • Integrating all social features in the applications such as like, share, Tweet, email, comment, can maximize social viral impact Sponsored Stories can generate high engagement levels because they contain content created by a friend
In December 2010, Watsons hired boutique social media agency One9Ninety to establish its social media presence. The agency proposed a multi-phase approach that sought to build a Facebook fan base for Watsons. “After an initial buzz listening and analysis phase, we embarked on a new fans acquisition campaign,” says Laurent Verrier, Founder and Managing Director of One9Ninety. “We tried to be as simple and direct as possible.”
“The overall lesson for me is that, combined with the right creative and application, Facebook is a very effective recruitment tool. I am a media veteran and I was pleasantly surprised by the efficiency and value of acquiring fans on Facebook. Awareness, engagement, insights and social retail are additional opportunities offered by Facebook that we like to exploit for our clients.”
Laurent Verrier, Founder and Managing Director, One9Ninety
Advertising Case Study
To engage people with the Watsons brand, One9Ninety created an application on the Watsons Singapore Facebook Page called “Spin the Wheel.” After liking the Page, people could spin the wheel an unlimited number of times to win a variety of prizes, such as a year’s supply of health and beauty products from Watsons. The contest ran from March 10, 2011 to April 8, 2011. The company promoted the contest through Marketplace Ads, Premium Ads, and Reach Blocks, which is a media buy on Facebook Home Pages and other premium locations that guarantees a marketer will reach 100 percent of its target audience over a 24-hour period. The ads were targeted to female Singapore residents, ages 18 to 34.
Watsons also used Sponsored Stories, which allow businesses to increase the distribution of News Feed stories that relate to their organization or business by displaying the story in the right-hand column of Facebook. Page Like Sponsored Stories were shown to the friends of people who liked the Watsons Page while App Used/Game Played Sponsored Stories were displayed to the friends of people who used the Spin the Wheel application.
• “Sponsored Stories performed the best in terms of engagement,” says Laurent. The Sponsored Stories achieved an engagement rate of 0.26 percent. “The Reach Blocks were also very successful, and drove most of the traffic to the Page and the Spin the Wheel game.” The Spin the Wheel game generated a large number of interactions, with an average of more than 10 spins per second on the launch day and an average of 33,000 spins per day over the course of contest. Laurent attributes this to the simplicity of the interaction, and the fact that people could start having fun in three clicks The game drew 1 million spins in total The Watsons Singapore Page acquired 3,100 fans on launch day and a total of 21,788 fans by the end of the campaign The female Singaporean audience aged 18-35 grew by 241 percent During the campaign period, average daily active users increased by 563 percent
Having built its community on Facebook, the next phases of Watsons’ social media marketing program will focus on content and engagement. “From the community, we are cultivating health, beauty and
Advertising Case Study
fashion influencers who engage with the brand,” says Laurent. With social commerce in mind, Watsons already provides Facebook community leaders with new products to review, posting the reviews on Facebook and on a dedicated blog. The reviews help customers with their purchasing decision; they also help drive people to stores.