The document discusses a social media marketing campaign conducted by Fairy Tailors for a paint brand called HET. The campaign involved running contests on Facebook to promote HET paints and engage customers. The first contest had over 19,000 entrants and helped reach over 150,000 people. An extended photo contest using a custom Facebook app reached over 277,000 people. Through contests and social media engagement over 7 months, the agency helped HET build a community of over 2,000 fans.

1. [EN / US | HET]

2. Who are we?
„We are Fairy Tailors. We sew brands‘ stories
that arouse interest, evoke emotions, and
become an unique experience. All of that on
social media which we just love.”

3. What can we do?
Light bulb moments

4. How do we think?
What?

5. What do we follow?
values

6. What did we accomplish?
Keep on browsing!

8. Quick overview
Creation of a brand communication strategy on social media in accordance to product portfolio, archetype and
key attributes.
Promotion of a customer contest with 22 tablets worth 200.000 CZK as a prize.
1) 19.219 contestants attended our contest. Each of them bought at least one HET paint tin.
We reached over 150.000 Czech Facebook users with Facebook Ads. More than 1.200 of them visited a contest
web page after that.
2) We extended the contest on client‘s request and created a photocontest (while using a tailor made Facebook
App) with 4 hi-tech smartphones with top cameras as a prize.
3) Our targets during the contest:
– To get user-generated content from contestants (pictures of how they used the paint in the most
creative way)
– To obtain new fans thanks to increased activity and engagement of current fans
– To find new brand ambassadors of HET
4) During 7 weeks of the photocontest we reached more than 277.000 Facebook users with Facebook Ads.
– 1.585 of them visited our app
– 13.538 voted for one of 36 competing pictures
5) During 7 months of our communication we bulit a community of 2.299 active fans of HET.
Results
Brief

9. Insight
1) I‘m painting because I have to (dirty walls, just moved in)
2) I‘m painting because I‘m creative
3) I‘m painting because I have a specific problem (blight, stains)
4) I need a custom paint for my mason (facade paint, plaster, special paint)
To create an interactive page/place for current and new HET customers to
find and share inspiration and knowledge and discuss different
possibilities of using their paints.
Customer
segmentation
Challenge

10. Why
Idea
• To emphasize Creator as HET‘s archetype.
• To inspire others. Painting is not just a job that must be done. It can be
fun and an opportunity to beautify your house/flat.
• To get user-generated content that we would not be able to create
ourselves.
• To engage people, call them to action and get new fans, customers and
brand ambassadors, who will promote HET.
• A common contestant is not someone who just puts white paint on his
walls, but a creative person that combines different shades and makes
sure that paint works with furniture. It‘s someone who wants to share his
work and maybe show off a little.
For whom

11. Strategy
Archetype
Ruler
Creator
Innocent
Sage
Explorer
HeroSage
Jester
Outlaw
Everyman
Lover
Caregiver
Change Order
Social
Ego

12. Creator
„If you can imagine it, you can also do it.”
To create something of enduring value.
To materialize a personal vision.
Dreams, fantasies, flashes of inspiration.
1) Creativity and resourcefulness in imitation.
2) Fulfilling a personal vision.
3) Creating works that affect others, culture, and society.
Strategy
Archetype
Motto
Core desire
Challenge
Stages
Call

13. Strategy
The Creator is inherently unconventional, does not try to fit in, but to
express himself.
The Creator moves wherever creative projects are born.
The Creator brings innovations - new products, production processes,
new approaches to marketing.
The Creator is usually not tolerant of sloppy mass production and a lack
of creativity and quality.
The Creator uses things not to impress, but to express himself.
The Creator in each of us is also attracted by other people's artwork.
It can be not just a picture in a gallery, but also a well-designed product.
The Creator - as an artist - paints a picture that reflects his soul.
The Creator - as an entrepreneur - does business in his own way and
often has no idea how to do it.
The Creator - as an innovator at any field - is turning his back on the
traditional concept and uses his unique ability to see the world
differently.
Character

14. Communication

15. Photo-contest

16. Facebook Ads
CONSUMER COMPETITION SUPPORT

17. *) DESKTOP Ads reached 2,8% CTR.
Facebook Ads
PHOTO CONTEST - A/B TEST

18. Facebook Ads
PHOTO CONTEST - A/B TEST
*) DESKTOP Ads reached 6,9% CTR.

19. *) MOBILE Ads reached 10,6% CTR.
Facebook Ads
PHOTO CONTEST - A/B TEST

20. *) DESKTOP RETARGETING Ads reached 25% CTR.
Facebook Ads
PHOTO CONTEST - A/B TEST

21. Competition photo
BRAND AMBASSADORS

22. Competition photo
BRAND AMBASSADORS

23. Competition photo
BRAND AMBASSADORS

24. Competition photo
BRAND AMBASSADORS

25. Enjoyed it?
Let us know!
www.fairytailors.cz
info@fairytailors.cz
www.facebook.com/fairytailors.cz
@FairyTailors