Having grown an active base for Berocca Boost on Facebook, Bayer Healthcare and agency Cybercom set about delivering a social media campaign to engage the online community in a relevant and meaningful way. The goals were to encourage community involvement and prompt word-of-mouth referrals, ultimately leading to increased purchase and consumption frequency. The campaign lived as a Facebook app on the existing Berocca Boost Ninja Facebook profile, and was driven by a number of online traffic mechanisms including Facebook social and engagement ads, rich media advertising and online PR. Engagement metrics were exceeded, and product sales were significantly uplifted during the campaign period.

With consumers using a vast array of digital channels when making holiday decisions, the DiscoverIreland.ie marketing programme for 2011 had to ensure that digital took a lead role in delivering the main brand message. As a core asset of the brand, the website needed to be aligned with consumer trends, and Fáilte Ireland put in place activities to amplify the rich and engaging content available on the site, and to increase the brand’s reach via social media, mobile, advertising, PR and tactical integrated campaigns. This marketing overhaul led to an uplift in site visits and consumer engagement, and there was a strong uplift in bednight sales to the domestic market versus 2010, in a market that was contracting.

Having introduced a major new software update to the Windows phone operating system. Microsoft needed to raise awareness and engage consumers about Windows phone with a modest budget. Social media was identified as the optimal way to connect with consumers. Given the intensely busy and competitive marketplace, Microsoft’s challenge was to create a point of differentiation. Working with colleagues at Edelman, Microsoft developed a creative platform which leveraged the position of Facebook as the largest global photo sharing site. The ‘Windows Phone – Be Original’ campaign led to sales levels for the Window Phone being several times that of the previous year.

Following several successful launch campaigns, Penneys needed to maintain the engagement of their active fan base around the new denim range, positioning the brand as the place to shop for affordable and fashionable denim. The Penneys marketing team, working with colleagues at Cybercom, wished to build awareness and drive store footfall and at the same time launch the Primark Spain Facebook presence. The campaign rolled out in both Ireland and Spain, and it centred on the ‘What’s your denim personality?’ concept, using the insight that fashion helps form identity and interpret different personalities. The campaign exceeded all its key metric targets, generating high levels of customer engagement.