diventONe on Facebook

LiveXtention
live contents for extended brands
Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/
LiveXtentionfordiventONediventONe on Facebook
September2011

©LX
2
Communicationstrategy: just Facebook
Background
diventONeis a diary–plannerwhichhadtaken a smallbutsignificant market share mainlythankstoitscontents and design
diventONetargetsboys and girlsofage 12-17
Major competitors are establishedbrandssuchasComix, Smemoranda and all the licenseediaries
Seven, the company thatowns the brand,hadneverdoneanycommunicationactivityfordiventONe, neitherconsideredanycross-sellingwithitsschoolbags’ brands. The brandhadtogainitsownstrenght
Strategy
In June 2011, LX wasappointedto project and execute, with a small budget, the 1st diventONecampaign
The newdiventONeisdedicatedtomusicand focused on the the concept “howtobecome a NumberOne”
Itwasdecidedto concentrate allthe the effortson Facebook: the best placetoreach the target audience; the best media tomakecontents go viral

©LX
3
Creative: become a fan and be a NumberOne
Creative approach
Facebookpage. Created on July 10, 2011. Updatedeverydaywithcontents, images, FacebookQuestions, videos
Activeinvolvementof the fansin producingcontents and images, suggestingmusicvideosfor the web tv, tellingtheirideasfor the nextdiventONe
IntegrationoftwoFacebookapps:
1. Google Me,toseehowitistobe a numberone on Google, togetherwithyourfavouritemusicians
2. diventONeTV, a music web tvthatstreamssynchronizedcontentsfromYouTube and allowsrealtimecomments on Facebook

Community management and Facebook Advertising: the results
The great work in community managament (350,000 viewsof the posts, more than 3,000 likes)*, togetherwithFacebook Advertising (targetedcpcads and sponsoredstories) led to more that26,000 fans*
The growthhappenedespeciallyon August, a monthwhenItaliansusetobe on holiday: the community remainedactiveeveryday and the pagecouldalso benefit fromveryconvenientcpcprices
* As on Sept2, 2011
©LX
4

Thankyou.
LiveXtention, a Digital Magics Company
Via Orobia 3, 20139 Milano
Tel. +39 02 52.505.1
Fax +39 02 52505.616
www.livextention.com
www.youtube.com/livextention
www.slideshare.net/livextention
www.twitter.com/livextention
del.icio.us/livextention
http://www.facebook.com/pages/LiveXtention/183290111701741

http://www.livextension.com	229
http://livextention.wordpress.com	176
http://livextention.wordpress.com	176

diventONe on Facebook

by LiveXtension

Accessibility

Categories

Upload Details

Usage Rights

3 Embeds 581

Statistics