How to launch our snack; “the compliment” online, and spread a positive message?
We bought massive amounts of online compliments (likes) on facebook via click farms but instead of keeping them to ourselves like other brands do, we gave them away. We complimented our communities profile pictures, cats, baby’s, grand parents, friends and a lot of nonsense.
Making Mora the most trending brand on social media exploding on people’s timeline and making facebook a happier place.
The Brief
Overal Budget 7000 €
Media Spend 0 €
Creative Execution
On march 1st: “world compliment’s day”, we installed a social war room. Together with the client, we constantly monitored our community, influencers, popular media sites (the biggest national newspapers, popular broadcasting channels etc.) and brands for pictures, posts or news items that deserved a compliment.
Via skype, we were constantly connected to our clickfarm. As soon as we identified a like-worthy post, we placed the orders for the likes.
We used a simple engagement rate formula that calculated how much likes we needed to reach the maximum number of impressions possible and bought exactly that amount. Once the likes were activated, we commented with a Mora visual to explain that we had liked them because of compliment’s day.
Results
We created an extremely high number of interactions, resulting in an engagement rate that was unusually high for every post we liked. Because of the way Facebook’s newsfeed algorithm works, this pushed our ‘liked’ posts in the newsfeed of virtually everybody who was connected to the person or brand we gave likes to.
People who actually looked at the posts, saw our branding immediately in the comments.
At the end of the day, we had spread 100.000 likes in Belgium. Since this looked like organic reach to Facebook, this guaranteed an unprecedented reach amongst Belgians on Facebook that day. At an estimated 3.8% of the ad budget it would traditionally take with Facebook Advertising.
Massive Facebook reach at 3,8% of the media cost.
12% increase in overall brand love.
11% traffic increase to snack bars.
We directly engaged with our community giving them online compliments on their own posts spreading positive vibes, building an emotional relationship and making them aware of the new product launch. But we didn’t only do that. We turned them into our ambassadors making advantage of the Facebook newsfeed algorithm. The content was boosted on the timeline of their friends making them aware of the new product launch and increasing overall brand love.
We had 4 different target groups.
Our community. We gave massive likes to all kinds of pictures and engaged in funny conversations with them.
Famous influencers. We liked their posts to reach all their followers.
Media. We liked relevant articles on compliment day to reach their community.
Brands. We liked their content about compliment day, even our biggest competitor.
To make people aware we were responsible we first placed a comment under the post explaining why they deserved a compliment and how many likes they would receive from us. Turning our community into our ambassadors.