Social Media Campaign to Win a Car - Case Study


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This Facebook campaign led by Nathan Smoyer of Chatterbox Marketing was pivitol to Jessica (aka smore) Smoyer winning a car. Basically, this campaign complimented a radio contest, utilized the social dynamics of Facebook in order to help Jessica win a car.

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Social Media Campaign to Win a Car - Case Study

  1. 1.                   94.1 WYSP ‘Live In It to Win’ Analytical breakdown of:   By:   Nathan  Smoyer,  Chatterbox  Marketing  
  2. 2. Purpose:  The  purpose  of  this  report  is  to  help  identify  how  the  Facebook  page  created  to  support  Jessica  (Smore)  Smoyer  was  successful  in  making  her  the  winner  of  94.1  WYSP’s  ‘Live  In  It  to  Win’  event.    In  politics  it  is  considered  a  landslide  to  win  by  double-­‐digits  in  votes  and  that  is  exactly  what  Smore  achieved.    Receiving  (as  announced  on  the  radio)  64%  of  the  votes  totaling  40,000,  Smore  received  tremendous  support.    The  support  for  Smore  was  very  engaged  and  proactive  throughout  the  event.    Quite  honestly  upon  looking  at  the  numbers,  it  is  now  clear  neither  of  her  competitors  stood  a  chance  against  her  and  her  devote  fan  base.    Listed  below,  each  section  contains  a  brief  description  of  its  respective  graph  by  which  it  precedes.     This  graph  depicts  the  growth  of  the  fan  base.      In  total  the  page  has  over  600  page  ‘Likes’.    Later   in  this  report  is  a  graph  that  breaks  down  the  geographics  of  the  fan  base.    One  important  item   to  note  is  that  each  of  these  fans’  networks  most  likely  published  that  they  had  joined  this  page.     This  could  easily  amount  to  a  reach  of  at  least  60,000  Facebook  users,  factoring  with  each  page   fan  having  a  network  of  at  least  100.    It  is  conceivable  to  believe  the  reach  would  have  actually   been  well  over  100,000.     This  graph  gives  visual  aid  to  the  amount  of  commenting  interaction.  These  comments  are  not   measuring  the  overall  page  interaction  (which  is  broken  down  further  below).    These  comments   are  the  interaction  of  users  on  the  page  after  a  unique  wall  post  has  been  created.    Take  note   that  each  date  is  broken  in  two  parts  on  the  chart.    This  demonstrates  the  steady  flow  of   interaction  leading  up  to  the  final  two  days  of  voting;  of  which  demonstrated  an  impressive   increase  of  interaction.        
  3. 3. On  this  graph,  ‘Likes’  are  tracked  for  each  post  on  the  page.    This  does  not  track  the  number  of   ‘Likes’  of  the  page,  rather  only  the  ‘Likes’  of  each  unique  wall  post.    Obviously  July  2nd,  the  last   day  of  the  competition,  received  the  most  attention.    It  is  conceivable  to  believe  part  of  the   reason  the  page  grew  in  popularity  initially  (besides  page  recommendations)  was  from  the   ‘Likes’  being  published  in  news  feeds.         The  amount  of  unique  wall  posts  measures  each  post  on  the  page.    Smore  received  a  high   amount  of  support  at  a  relatively  stable  rate.      This  is  a  measurement  of  the  activity  on  a  page.     The  page  seemed  to  grow  rapidly  in  sync  with  the  amount  of  wall  posts,  leading  to  the   conclusion  that  this  page  was  successful  from  the  interaction  of  Smore’s  fans.    Also  keep  in  mind   each  day  is  broken  in  two.    There  were  several  days  that  so  30+  unique  wall  posts.    The  heavy   interaction  on  the  page  is  indicative  to  Smore  receiving  such  a  high  quantity  of  votes.     This  graph  shows  the  combination  of  comments,  Likes,  and  wall  posts.    This  gives  a  very  general,   but  concise  view  as  to  what  kind  of  interaction  the  page  experienced.    Friday,  July  2nd  being  the   last  day  of  the  competition  saw  the  greatest  amount  of  interactions  with  nearly  100  in  total.     Again,  it  is  the  high  amount  of  page  interaction  that  continued  to  snowball  until  Smore  was   announced  the  winner.      
  4. 4. To  help  break  down  just  who  were  the  people  that  helped  Smore  win  the  2011  Ford  Mustang,   here  is  a  demographical  breakdown  of  those  who  ‘Liked’  the  page.    Clearly  young  adults  ages  18-­‐ 24  were  the  dominating  (probably  not  surprising)  force  behind  this  page.    What  is  also  an   important  factor  to  note  is  the  large  amount  of  supporters  coming  from  the  suburban  areas.     With  including  Coatesville,  Gilbertsville,  Pottstown  and  Birdsboro,  these  area  supporters   outweighed  Philadelphia  residents  186  to  170.    Those  two  regions  combined  created  nearly  60%   of  the  supporters  of  the  page.    Clearly  the  benefit  of  this  is  that  the  supporters  are  directly   within  listening  range  of  WYSP  and  hopefully  have  been  converted  into  fans!                  
  5. 5. Page  views  counts  for  many  reasons.    Mostly  however  page  views  and  especially  unique  page   views  can  help  advertisers  and  sponsors  understand  the  true  “real  estate”  value  of  a  website.     By  using  this  graph,  it  can  be  estimated  the  page  saw  nearly  1000  unique  views  and  between   3000  and  4000  total  pages  views  in  only  4  days.    The  power  here  is  that  clearly  those  who  ‘Liked’   the  page  remained  activily  engaged;  thus  further  increasing  their  attention  to  the  competition   and  the  likely-­‐hood  of  them  evangelzing  it  to  others.                 Additional  facts  about  the  page:   4  Photos  were  added  by  users,  and  6  by  the  page  administrator.    Some  of  the  photos   added  by  the  page  administrator  were  copied  from  other  Facebook  pages.   A  total  of  12  links  were  posted  on  the  page.    This  includes  links  to  the  WYSP  website  and   blog-­‐posts  by  the  Mercury  covering  the  story.    The  blog-­‐posts  may  have  been  a   contributing  factor  in  the  success  of  this  page  by  giving  out  information  as  to  how  to   support  Smore  in  the  event.   The  first  blog  entry:  Click  Here   The  second  blog  entry:  Click  Here            **This  report  was  prepared  by  Nathan  Smoyer,  partner  with  Chatterbox  Marketing.    Further  questions,  comments  or  inquires  can  be  forwarded  by  e-­‐mail  to  or  by  telephone  at  484-­‐948-­‐0578.