diventONe on Facebook

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LX per diventONe. Luglio, agosto 2011.

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diventONe on Facebook

  1. 1. LiveXtention<br />live contents for extended brands<br />Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/<br />LiveXtentionfordiventONediventONe on Facebook<br />September2011<br />
  2. 2. ©LX<br />2<br />Communicationstrategy: just Facebook<br />Background<br />diventONeis a diary–plannerwhichhadtaken a smallbutsignificant market share mainlythankstoitscontents and design<br />diventONetargetsboys and girlsofage 12-17<br />Major competitors are establishedbrandssuchasComix, Smemoranda and all the licenseediaries<br />Seven, the company thatowns the brand,hadneverdoneanycommunicationactivityfordiventONe, neitherconsideredanycross-sellingwithitsschoolbags’ brands. The brandhadtogainitsownstrenght<br />Strategy<br />In June 2011, LX wasappointedto project and execute, with a small budget, the 1st diventONecampaign<br />The newdiventONeisdedicatedtomusicand focused on the the concept “howtobecome a NumberOne”<br />Itwasdecidedto concentrate allthe the effortson Facebook: the best placetoreach the target audience; the best media tomakecontents go viral<br />
  3. 3. ©LX<br />3<br />Creative: become a fan and be a NumberOne<br />Creative approach<br />Facebookpage. Created on July 10, 2011. Updatedeverydaywithcontents, images, FacebookQuestions, videos<br />Activeinvolvementof the fansin producingcontents and images, suggestingmusicvideosfor the web tv, tellingtheirideasfor the nextdiventONe<br />IntegrationoftwoFacebookapps: <br />1. Google Me,toseehowitistobe a numberone on Google, togetherwithyourfavouritemusicians<br />2. diventONeTV, a music web tvthatstreamssynchronizedcontentsfromYouTube and allowsrealtimecomments on Facebook<br />
  4. 4. Community management and Facebook Advertising: the results<br />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*<br />The growthhappenedespeciallyon August, a monthwhenItaliansusetobe on holiday: the community remainedactiveeveryday and the pagecouldalso benefit fromveryconvenientcpcprices<br />* As on Sept2, 2011<br />©LX<br />4<br />
  5. 5. Thankyou.<br />LiveXtention, a Digital Magics Company<br />Via Orobia 3, 20139 Milano<br />Tel. +39 02 52.505.1<br />Fax +39 02 52505.616<br />www.livextention.com<br />www.youtube.com/livextention<br />www.slideshare.net/livextention<br />www.twitter.com/livextention<br />del.icio.us/livextention<br />http://www.facebook.com/pages/LiveXtention/183290111701741<br />

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