CheezeDMG's Canterbury of New Zealand Facebook Fan Campaign Tops Euro Charts
05/06/09
CheezeDMG’s Facebook ‘Become a Fan’ campaign for Canterbury of New Zealand hit the number one spot in the May Facebook Europe charts with an impressive click-through-rate of 2.2%.
The month long campaign which started at the end of May was also rated by Facebook as one of UK’s highest engagement rates ever, with fan numbers jumping up by 3,500 over the first 4 days.
Targeting males aged 18 plus and using rugby keywords, the engagement ads aim to drive sign-ups to the Canterbury of New Zealand fan page initially through a 20% merchandise discount offer. Newly signed up fans will then be asked to vote for where they think the Rugby World Cup 2015 should take place. And they’ll also be notified of the results of a previous competition asking fans to upload photos of themselves in their Canterbury of New Zealand gear via the brand’s Facebook fan page and email, followed by an invite to take part in the next competition themselves.
Ashley Spooner, Group Account Director at CheezeDMG commented, “The Facebook campaigns we’re running are delivering better click-through rates than any other available display opportunity. For this campaign we tested two types of creative to optimise performance and carefully planned all the activity so that we can keep newly signed up fans engaged with fresh content that builds long-term engagement. We’re looking forward to driving even higher rates over the next few weeks.”
Facebook was the top online display ad publisher in the UK during April, according to ComScore whose metrics for the month showed Facebook had 12.5 billion ad views during the month, a 21.6 per cent market share. Microsoft sites ranked second with 3.8 billion ad views (a 6.5 per cent share), while eBay came third with 2.9 billion ad views (4.9 per cent).
Mostyn Thomas, Head of Marketing at Canterbury of New Zealand adds, “As part of our digital strategy of engaging communities where they’re active online to drive traffic to and sales through our about to be re-launched website, it’s great to see this first Facebook campaign performing brilliantly. The trick will be to continue engaging these fans, whilst extending the reach of the brand to new ones.”
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CheezeDMG’s Facebook ‘Become a Fan’ campaign for Canterbury of New Zealand hit the number one spot in the May Facebook Europe charts with an impressive click-through-rate of 2.2%.