Chinwag Insight: Facebook Marketing - Dan Heale, Digital Outlook - What's in a Like

An ‘Aussie’ case study

Digital Outlook / P&G

Daniel Heale

Digital Outlook

Why do you ‘like’ a page on Facebook?

There’s more to life than hair but it’s a good place to start.

Total Likes:

189,000

The community is predominantly

female and aged 18-24

Getting the tone right

Fun, hair-centric

and populist

Getting the content rightPopular updates have been

generally open-ended, with

a low threshold of

engagement.

Invite fans to share their

own content

Launch campaign - Aussie ‘Rescues’

The competition was supported

with a Facebook ASU campaign,

driving traffic to the page and

competition app.

Aussie ‘Rescues’

Additional content

(photos and videos of

the winners) was

added to the page to

increase traffic and

engagement.

Aussie ‘Rescues’

Fans encouraged to add their own

content, comments and photos

Follow natural behaviour

Respond to fans questions

Quick, useful, respon

ses encourages fans

to see the page as a

useful service.

Bring on the evangelists

And finally… to engage beyond ‘liking’

• Respond to fan questions and treat them as individuals

• Give the 40% of fans what they want - promotions and discounts!

• Partnerships – partner with relevant brands give them more

• Ask them what they want and deliver as much as you can – bigger bottles, tips

and advice, competitions