Gumtree Company Background

Founded in London in 2000, Gumtree has grown to cover 60 cities across multiple countries including Canada, Australia, New Zealand, South Africa, Hong Kong, Dubai, France, Poland and more. mycleveragency work closely with them to develop their online presence through social media channels. Objective

Gumtree wished to increase online social awareness of their brand as well as grow engagement levels with existing fans on Facebook and reach friends of fans. All the while creating a larger community for their Facebook fan base. Approach

We developed a Facebook app with a fun ‘Guess the Celebrity Ad’ element, and the possibility of winning £500.

• Fangate – Non-fans on Facebook prompted to ‘Like’ page before entering, fans directed to competition tab as default

• App Authorisation – Pre-populated entry fields with basic Facebook info

• Entry – Guess which celeb ‘posted’ a Gumtree ad with multiple choice, enter email address and name for re-marketing purposes

• Thank You/Sharing Page – This provided options to share with Facebook friends, post to Twitter, visit Gumtree or visit partner brand Capital FM

• Sharing Incentive – Every 10 entries through shares would provide the sharer with an extra entry, shared Tweet included handles of involved brands for exposure – shared image would appear on user’s Facebook timeline

Executive Summary Client:

Objective:

• Increase brand awareness • Grow engagement with existing

fans • Reach friends of existing fans • Increase fan base

Solution: Build an engaging Sweepstake app, and use the help of Promoted Posts to increase reach and engagement levels

Key Learnings:

6,000% increase in those Talking About This!

Promoted posts are a great way to a) increase affinity with existing fans, b) engage friends of fans

For the future, taking advantage of tie-in platforms such as radio and the website itself could really boost the competition

Viral capabilities of a sharing app can make up for a minimal budget and enable organic awareness

“Mycleveragency did a great job at bringing this competition to life. It was the first time that Capital FM have ever allowed an on-air promotion be mirrored through social media, so

credit goes to Rob and the team for managing the whole process beautifully. Smart use of Facebook advertising delivered a huge boost to Gumtree’s fanbase, and helped us to set

a new benchmark for an engaging and integrated campaign.” Sam Diamond, Marketing Co-Manager – Gumtree

 

 

Results

13% of app visits came through referrals, 62% of users signed up to the Capital FM e-newsletter

Usage peaked on the final day of the competition with 8,386 people sdgdbfg

Of those who saw the app authentication, the conversion rate for app acceptance was 66%

Increased Facebook fans overall from 58,846 to 84,881 (41.8% increase, by 25,035)

New ‘Likes’ average pre-Sweepstake was 85 per day, increased to 1,788 per day during

Number of people ‘Talking About This’ went up by nearly 6,000% at its peak, continued to grow post-competition

Reach peaked at almost 20,000 people pre-Sweepstake, 578,911 during

Use of Facebook Ads also helped to promote the competition and increase Likes (£1.26k spent)

Promoted posts allowed Gumtree to reach current fans with low affinity, that might not have seen the post otherwise. (Those who hadn’t been interacting with the brand or clicking Like recently, for example.) They also enabled Gumtree to appear in the news feeds of friends of their fans, both desktop and mobile. 10% of all entrants used the Tweet button, while engagement on non-competition posts rose significantly due to reignited affinity. Of Gumtree’s 85,000 fans, 17% entered the competition – because of lack of promotion in more traditional formats such as radio, Capital FM display ads, newsletters or Gumtree itself, word of the competition didn’t reach as many as it could have done. However, viral features built into the app-increased awareness organically, and while the Facebook ad budget was minimal, it let Gumtree effectively reach current fans and the majority of fans’ friends. Next Steps Incentivised competitions are definitely something the Gumtree community enjoy, and the company should look to roll these out regularly for engagement boosts, with the help of other platform tie-ins.