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Case Study - (ARC) IMO Car Wash

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Case Study - (ARC) IMO Car Wash

  1. 1. Creating Awareness!  (ARC) IMO car wash"mycleveragency"  Case Study""January 2012" 4 November 2011 | Facebook for Marketers
  2. 2. Full service social media agency thatteams up with companies to build theirbrand equity by leveraging all forms ofthe social web to create conversations,increase word of mouth and build lastingrelationships.!!!
  3. 3. Introduction4 November 2011 | Facebook for Marketers
  4. 4. "   (ARC) IMO car wash is the largest dedicated car wash company in Europe spanning 14 countries and washing over 34 million cars each year!
  5. 5. Objectives!"   Build awareness!"   Create an online community!"   Ensure brand consistency !
  6. 6. Approach4 November 2011 | Facebook for Marketers
  7. 7. Facebook4 November 2011 | Facebook for Marketers
  8. 8. Aesthetics4 November 2011 | Facebook for Marketers
  9. 9. Fan-gate!
  10. 10. Fan-gate!"   Bespoke tab that encouraged non Facebook fans to ‘Like’ the Page!"   Mirrored the current campaigns in the design!
  11. 11. Profile Picture4 November 2011 | Facebook for Marketers
  12. 12. Profile Picture!
  13. 13. Profile Picture!"   Designed profile images to reflect the campaigns!"   Created profile images that ensured a correct thumbnail was visible!
  14. 14. Community4 November 2011 | Facebook for Marketers
  15. 15. Community Management -!"   Created various types of posts to encourage engagement amongst Facebook fans!
  16. 16. Community Management Examples!
  17. 17. Awareness Campaign4 November 2011 | Facebook for Marketers
  18. 18. Process4 November 2011 | Facebook for Marketers
  19. 19. Car Washes for Life Sweepstakes!
  20. 20. Car Washes for Life Sweepstakes!"   Make the entry process easy by avoiding app authorisation!"   Entrants needed to enter their name, age and email for a chance to win!"   Created bespoke Facebook Sweepstakes tab!"   Put fan-gate on top of the Sweepstakes to encourage ‘Likes’!
  21. 21. Offline Promotion4 November 2011 | Facebook for Marketers
  22. 22. Offline Promotion!
  23. 23. Offline Promotion!"   Point of Sale posters at all IMO sites!"   QR codes sent people to a ‘Like’ button for the IMO Facebook Page!
  24. 24. Twitter4 November 2011 | Facebook for Marketers
  25. 25. Aesthetics4 November 2011 | Facebook for Marketers
  26. 26. Background Image!
  27. 27. Background Image!"   Background image included a brand message and vertical name branding!
  28. 28. Blog4 November 2011 | Facebook for Marketers
  29. 29. Blog!
  30. 30. Blog!"   Created branded blog!"   Used blog to spread content across social media platforms!
  31. 31. Results4 November 2011 | Facebook for Marketers
  32. 32. Facebook - Total Likes4 November 2011 | Facebook for Marketers
  33. 33. Total Likes!
  34. 34. Total Likes!"   Increased Facebook fans from 35 to 7,187 !"   Increased fans during the awareness campaign by 11,344% (56 fans to 6,409 fans)!!
  35. 35. Facebook - People Talking About This4 November 2011 | Facebook for Marketers
  36. 36. Talking About This!
  37. 37. Talking About This…!"   Is the number of people sharing stories about the IMO Facebook Page!"   Stories include liking the Page, posting on the wall and commenting!"   Increased people ‘Talking About This’ by 3,495% (during the awareness campaign)!!
  38. 38. Facebook - Weekly Engaged Users4 November 2011 | Facebook for Marketers
  39. 39. Weekly Engaged Users!
  40. 40. Weekly Engaged Users…!"   Is the number of people who engaged with the IMO Facebook Page!"   Increased engaged users during the awareness campaign by 3,324%!"   Engaged fans peaked at 1,580 people!!
  41. 41. Facebook – Weekly Reach4 November 2011 | Facebook for Marketers
  42. 42. Weekly Reach!
  43. 43. Weekly Reach…!"   Is the number of people who have seen any content from the Facebook Page!"   Increased reach during the awareness campaign by 2,569%!"   Reached peaked at 7,521 people!
  44. 44. Facebook – Weekly Impressions4 November 2011 | Facebook for Marketers
  45. 45. Weekly Impressions!
  46. 46. Weekly Impressions…!"   Is the number of impressions that came from all of the IMO posts!"   Increased impressions during the awareness campaign to 46,697 (at its peak)!
  47. 47. Contact us…!Web – www.mycleveragency.com !Email – be@mycleveragency.com! Tweet - @mycleveragency! Facebook - /mycleveragency! Phone – 0208 123 0025!

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