linqia engagement campaigns 2011
DESCRIPTION
A collection of case studies from brands running engagement campaigns through the Linqia platform with detailed results, content examples and how selected communities shared the campaign with their members.TRANSCRIPT
Linqia Engagement Campaigns
Current or recently launched through the platform
Johnnie Walker Keep Walking Project
Campaign:
Promoting the Keep Walking Project and encourage people to participate in the project, use the iPhone app and share it with their friends on Facebook.
Groups targeted:
Groups focused on friendship.
Objective:
The objective was to create awareness of the brand and drive traffic to the website.
Date initiated: 27/10/2011
Number of groups reached: 2
Members reached: 770 000
Budget: 2000 EUR
RESULTS: 16457 unique clicks
Snapshot
Content offered LINKS AND IMAGES
Mientras busco mi media naranja… Group: Mientras busco mi media naranja… voy comiendo mandarinas :P
URL: https://www.facebook.com/pages/Mientras-busco-mi-media-naranjavoy-comiendo-mandarinas-P/239056620665
Group Leader:David Cano
Festuc
Group: Dating and Fresh Friendship
URL: http://www.festuc.com/
Group Leader: Toni Salvatella
Moovida Increasing our Kids’ Cultural Background: Introducing Literature through Cinema
Free media player
Campaign:
Promoting the use of the site www.moovidadb.com to watch movies online and get info on films.
Groups targeted:
Groups focused on moms and parenting in the USA.
Objective:
The objective was to create awareness of the brand and drive traffic to the website.
Date initiated: 30/09/2011
Number of groups reached: 3
Members reached: 32 740
Budget: 600 EUR
RESULTS: 454 unique clicks
Snapshot
Content offered LINKS AND IMAGES SUPPORTING
INFORMATION
Stay at Home Mom Group: Stay at Home Mom
URL: https://www.facebook.com/stayathomemom.comwebsite
Group Leader: Mary Heston
The MamaZone Group: The MamaZone
URL: http://www.facebook.com/TheMamaZone
Group Leader: Anitra Elmore
Hall St. How to explain Hall St. to your grandma?
The first global marketplace for peer-to-peer hotel room trading
Campaign:
Introduction of Hall St., the first global marketplace for peer-to-peer hotel room trading through a video.
Groups targeted:
Travel communities focused on Spain, community for people over 40, communities on luxury.
Objective:
The objective was to create awareness of the brand and drive traffic to the website.
Date initiated: 5/09/2011
Number of groups reached: 10
Members reached: 201 100
Budget: 2000 EUR
RESULTS: 2333 unique clicks
Snapshot
Content offered LINKS AND IMAGES
Activagers Group: Activagers community
URL: http://co.uk.activagers.com
Group Leader: Russ King
Barcelona/Madrid Deluxe Group: Barcelona and Madrid Deluxe communities
URL: http://www.barcelona-deluxe.com and http://madrid-deluxe.com/es/madrid_por_2.html
Group Leader: Judith Castilla
Spanish Food Group: Spanish Food
URL: http://www.facebook.com/spanishfood
Group Leader: Txema Sáez
20 Principales Group: 20 Principales
URL: http://www.20principales.com
Group Leader: Raúl García
Los mejores chollos de viaje Group: Los mejores chollos de viajes
URL: http://es-es.facebook.com/pages/Los-mejores-chollos-de...
Group Leader: Raúl García
Mientras busco mi media naranja… Group: Mientras busco mi media naranja… voy comiendo mandarinas :P
URL: https://www.facebook.com/pages/Mientras-busco-mi-media-naranjavoy-comiendo-mandarinas-P/239056620665
Group Leader:David Cano
Moonit Love Calculator
Find out how compatible you are with your crushes, friends and co-workers
Campaign:
Find out how compatible you are with your crushes, friends and co-workers. The members got to try the Love Calculator for free.
Groups targeted:
Groups with students, communities for women, singles and gays and groups on love and friendship. Both Spanish and US based groups were targeted.
Objective:
The objective was to create awareness of the brand and drive traffic to the website.
Date initiated: 24/08/2011
Number of groups reached: 15
Members reached: 438 806
Budget: 3500 EUR
RESULTS: 7623 unique clicks
Snapshot
Content offered LINKS AND IMAGES SUPPORTING
INFORMATION
Erasmusu Group: Various Erasmus groups
URL: http://www.erasmusu.com/en/erasmus-madrid
Group Leader: Javier López
Infosingles Group: Infosingles community and Infosingles Facebook page
URL: http://www.infosingles.com and https://www.facebook.com/#!/infosingles
Group Leader: Raúl García
Ligar por Internet Group: Ligar por Internet Facebook page
URL: https://www.facebook.com/#!/pages/Ligar-por-internet/380176301691
Group Leader: Raúl García
Shangay Group: Shangay community
URL: http://www.shangay.com/
Group Leader: Raúl García
Modernos que dicen que no son modernos para ser más modernos Group: Modernos que dicen que no son modernos para ser más modernos
URL: https://www.facebook.com/#!/pages/Modernos-que-dicen-que-no-son-modernos-para-ser-m%C3%A1s-modernos/297298693241
Group Leader: Carlos Valladolid
Pensar en la teletransportación cuando tienes que volver a casa de fiesta Group: Pensar en la teletransportación cuando tienes que volver a casa de fiesta
URL: https://www.facebook.com/pages/Pensar-en-la-teletransportaci%C3%B3n-cuando-tienes-que-volver-a-casa-de-fiesta/319292401364
Group Leader: Carlos Valladolid
Festuc
Group: Dating and Fresh Friendship
URL: http://www.festuc.com/
Group Leader: Toni Salvatella
Skoda
Aplicación Facebok sobre la Vuelta a España
Campaign: Skoda Aplicación Facebook sobre la Vuelta a España
Skoda launched an application on Facebook, including a contest to win exclusive tickets for the Vuelta a España.
Groups targeted: Campaign in groups talking about cycling.
Objective: The objective of the campaign was to create brand awareness and association with the sport, as well as drive traffic to the Skoda Facebook page.
Date initiated: 9/08/2011 Number of groups reached: 5 Members reached: 11400 Budget: EUR 500-600
RESULTS: 244 unique clicks
Snapshot
Content offered SUPPORTING INFORMATION
Content offered LINKS AND IMAGES
Arueda.com Group: Arueda.com
URL: http://www.arueda.com/
Group Leader: David Suarez
Arueda Facebook Group: Arueda Facebook
URL: https://www.facebook.com/pages/%C5%A0koda-con-el-ciclismo/235007583198005?sk=app_147245578685216#!/pages/ARUEDACOM/337602957644
Group Leader: David Suarez
Fixed Soldiers Group: Fixed Soldiers Facebook
URL: https://www.facebook.com/pages/%C5%A0koda-con-el-ciclismo/235007583198005?sk=app_147245578685216#!/fixedsoldiers
Group Leader: Daniel Melo
C.R.E.A.M. Bikes & Things Group: C.R.E.A.M. Bikes & Things
URL: https://www.facebook.com/pages/CREAM-Bikes-Things/164498460244895
Group Leader: Daniel Melo
Bicicletas de Barcelona Group: Bicicletas de Barcelona
URL: https://www.facebook.com/groups/212560622093281/
Group Leader: Aimar Molero
Eurocentres Language learning
Why Erasmus?
Campaign:
Why Erasmus?
Groups targeted:
Campaign in Erasmus city groups
Objective:
The objective was to create discussion around the exchange programme Erasmus and possible language difficulties, and this way drive traffic to the website. The members had the chance to win a 1 month language course in London or Paris.
Date initiated: 14/07/2011
Number of groups reached: 4
Members reached: 2564
Budget: 450 EUR (test budget)
RESULTS: 649 unique clicks
Snapshot
Content offered LINKS SUPPORTING
INFORMATION
Erasmusu Group: Madrid and Amsterdam
URL: http://www.erasmusu.com/en/erasmus-madrid, http://www.erasmusu.com/en/erasmus-barcelona
Group Leader: Javier López López
Additional channels Group: Facebook and Twitter
URL: http://www.facebook.com/erasmusu, http://twitter.com/#!/erasmusu
Group Leader: Javier López López
Wool and the Gang Fashion report: The Stripy Coco Mariniere
Do-it-yourself knitting kits
Campaign:
Fashion report: The Stripy Coco Mariniere
Groups targeted:
Campaign in fashion communities and groups in different European countries
Objective:
To drive traffic to the website and create brand awareness. The users also received a 15% discount.
Date initiated: 26/06/2011
Number of groups reached: 7
Members reached: 28.851
Budget: 1000 Euros
RESULTS: 902 unique clicks
Snapshot
Content offered VIDEOS SUPPORTING
INFORMATION
Content offered LINKS AND IMAGES
Activagers Group: Activagers community
URL: http://co.uk.activagers.com
Group Leader: Russ King
Activagers Group: Activagers community
URL: http://co.uk.activagers.com
Group Leader: Russ King
Binichic Group: Binichic
URL: http://www.facebook.com/binichic
Group Leader: Ona Villier
Trendtation Group: Design, and Madrilenos por Trendtation
URL: http://trendtation.com/
Group Leader: Tere
Trendtation Group: Moda, Shopping
URL: http://trendtation.com/
Group Leader: Tere
Proyecto 333 Group: Proyecto 333
URL: http://www.facebook.com/proyecto333
Group Leader: Valentina Thörner da Cruz
Volkswagen
#GolfGTIExperiment: el documental
Campaign: #GolfGTIExperiment: el documental
Volkswagen executed a neuromarketing experiment measuring participants’ reaction to a Golf GTI. The second part of the campign consisted in seeding the finished documentary.
Groups targeted: Campaign in groups talking about cars.
Objective: The objective of the campaign was to spark conversations that would lead to mentions and use of the hashtag #GolfGTIExperiment and people watching and sharing the video.
Date initiated: 14/06/2011 Number of groups reached: 3 Members reached: Budget: EUR500
RESULTS: 463 unique clicks
Snapshot
Content offered VIDEOS SUPPORTING
INFORMATION
Facebook Group: Auto pasión
URL: http://www.facebook.com/#!/pages/Auto-Pasi%C3%B3n/118768948141791
Group Leader: Iosvany Rodriguez
Facebook Group: Motorpoint
URL:http://www.facebook.com/#!/motorpoint.tv
Group Leader: Hugo Alva Crisólogo
Todocoches Community: Todocoches
URL:http://www.todocoches.com
Group Leader: Alfonso Sachettini
