Energizer - Building a fan base of engaged ‘passionistas’
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Harnessing a passion center saw Facebook engagement rates three times above average for Energizer
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Energizer - Building a fan base of engaged ‘passionistas’
- 1. Building a fan base of engaged ‘passionistas’ © 2012 TBG Digital
- 2. What’s the story? © 2012 TBG Digital
- 3. Energizer wanted to build an engaged community on Facebook © 2012 TBG Digital
- 4. What did we do? © 2012 TBG Digital
- 5. TBG Digital created a totalizer which monitored Energizer’s donations to ‘Help for Heroes’, a charity formed to financially support those wounded in Britain's conflicts Energizer gave the charity 5p for every new fan. These donations were used as an incentive for fans to recruit additional fans to the page via the totalizer app © 2012 TBG Digital
- 6. ‘Help for Heroes’ was very much a passion center for UK residents. Once recruited, TBG continued to engage with the new fans balancing product-based updates with hero-based posts © 2012 TBG Digital
- 7. What were the results? © 2012 TBG Digital
- 8. engagement rates than the industry average and £100,000 for the heroes © 2012 TBG Digital Case period: September to December 2011