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Case Study: Operation Repo

CASE STUDY: Operation Repo

GOAL: Get Half a Million Fans. STRATEGY: Operation Repo will produce an extra
episode at the end of the season if we get to half a million fans.

PROCESS: Working with Richard Krueger, Blitz

built an app for this promotion. Invite 5 friends to unlock bonus video content.

RESULT: Hit 786,746 fans, more than double

the goal. 800,000
700,000 600,000 500,000 400,000 300,000 200,000 900,000 100,000 800,000 0 900,000 Operation Repo Fans Operation Repo Fans Fans: 3/15/11 Fans: 1/09/12

Operation Repo Fans

700,000 600,000 500,000 400,000

Fans Before App

785,746

300,000 GROWTH AND ENGAGEMENT 366,711

The average growth in fans per day between January 25th and March 15th 2011 was 218,640 100,000 3,022, or an increase of 168% in fans since the launch of the Operation Repo App. App installs 0 between January 25th and February 25th came to 8,627, and more than doubled 8 weeks later, totaling 17,640March 15th 2011 Jan. 9th 2012 on April 25th. Jan. 25th 2011
Campaign Start Date

200,000

The number of monthly active users grew to 53,472 by February 25th, with a peak of 69,327 users occurring on March 10, 2011. Activity on the Operation Repo Facebook page is shown here going from November Total Fan growth: 567,106 fans 2009 to March 2011. The spike in activity clearly correlates with the launch of the App in late January. (a 359% increase)

*Daily Active Users *Weekly Active Users *Monthly Active Users

The promotion increased the traffic to their Facebook page by four-fold with no advertising dollars.

1 800 485 4958

BlitzMetrics.com

Facebook.com/blitzmetrics

718 SW Alder St. Ste 200, Portland, OR 97205

CONFIDENTIAL AND PROPRIETARY

2 BlitzMetrics Social Dashboards

TM

Case Study: Operation Repo

10.4 INVITES PER FAN, driving 72,538 invites.

Mean Average of Invites Sent by Fans: 10.4 Median Average of Invites Sent by Fans: 8 93% of fans invited at least 5 friends to the app. One super fan sent out 82 invitations to his friends.
Number of Friends Invited
5 to 9 10 to 149 15 to 199 20 to 309 30 to 459 45+

4%

2% 1%

28%

54%

11%

HEAVILY MALE USER BASE, 18-34, which mirrors viewer demographics.

Gender
1%
Male Female Unknown

Age
3,500 3,000 2,500 2,000 1,500

30%

69%

1,000 500 0 13-17 18-24 25-34 Male 35-44 Female 45-54 55+

KEY LEARNINGS:
Great Facebook marketing campaigns are where your fans do the marketing for you. Just give them a reason to share the love. Your Facebook marketing efforts cant live alone. The Operation Repo team mentioned Facebook on the show and website to build audience between social, online, and TV.

1 800 485 4958

BlitzMetrics.com

Facebook.com/blitzmetrics

718 SW Alder St. Ste 200, Portland, OR 97205

CONFIDENTIAL AND PROPRIETARY

3 BlitzMetrics Social Dashboards

TM

Case Study: Operation Repo

Authors
RICHARD KRUEGER Author of Facebook Marketing for Dummies and Facebook Advertising for Dummies
Richard Krueger is founder of AboutFaceDigital, a social media marketing agency, and cofounder of Samepoint, LLC, a social media search engine. He has been featured in Forbes magazine and maintains a popular blog on Facebook marketing at www.aboutfacedigital.com/blog.

DENNIS YU CEO and Founder of BlitzMetrics

TM

Dennis Yu is an entrepreneur and internationally recognized speaker in Search Engine Marketing and all things Facebook. His educational background is Finance and Economics from Southern Methodist University and London School of Economics. Yus areas of expertise include social media advertising and marketing, search marketing technical analysis, and pay-per-click (PPC) ad campaign development and optimization. Dennis has implemented his expertise writing for publications like TechCrunch, the Webtrends blog, Entrepreneur magazine, and The Niche Report. Yu has been interviewed by National Public Radio, ALA-TV and other media outlets, as well as counseled the Federal Trade Commission on privacy issues for social networks. He has spoken at the Search Marketing Expo, HostingCon, Search Engine Strategies, Web 2.0, The American Marketing Association, Conversational Commerce Conference, Pacific Conferences, UltraLight Startups, and other national and international conferences, and has held leadership positions at Yahoo! and American Airlines.

1 800 485 4958

BlitzMetrics.com

Facebook.com/blitzmetrics

718 SW Alder St. Ste 200, Portland, OR 97205

CONFIDENTIAL AND PROPRIETARY