USE PROMOTED CONTENT TO GROW A FAN-BASE MORE EFFICIENTLY
Ferrero wanted to build an audience of true Ferrero fans, not just your average ‘chocoholics’ or freebie lovers, but both the quantity and quality of fans were important and this was to be reflected in the page engagement rate in addition to fan growth.
We created an acquisition campaign driven by content designed specifically to appeal to the Ferrero lovers of Australia – content that communicated the intensity of chocolate addiction with the Ferrero brand values in a light-hearted way. We used promoted posts and sponsored stories to maximise reach and target specific audience groups based on initial profiling and research. The team lead allcommunity management and content creation for Ferrero in ANZ.
We grew the Ferrero fan-base by over 145%, and achieved an average cost per acquisition of $0.25 (about 1/8 the industry average). In addition, our fan-base was highly engaged with the promoted content: we helped Ferrero achieve an engagement rate four times the then industry average at 0.79%.