diventONe on Facebook

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LX per diventONe. Luglio, agosto 2011.

LX per diventONe. Luglio, agosto 2011.

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  • 1. LiveXtention
    live contents for extended brands
    Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/
    LiveXtentionfordiventONediventONe on Facebook
    September2011
  • 2. ©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
  • 3. ©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
  • 4. 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
  • 5. 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