GOAL!HOW TO RECRUIT AND ENGAGE SUPPORTERS ON FACEBOOK

x

GER VS ITA

FRA VS UKR CZE VS POR GER VS GREFRA VS ENG

POR VS ESPENG VS ITA SPA VS ITASPA VS FRA

FRA VS SWE

WE LOVE FOOTBALL...

For the European Football Cup (June 8th to July 1st) , the french e-retailer Rue du Commerce asked us to create a prediction contest for its Facebook community.

...AND FACEBOOK APPS.

The game was simple and sharing-oriented. Just predict the score and you’re set. This is what we call a snack app.

Participation and virality were boosted by the great prizes offered by RueDuCommerce

0

600

1200

1800

2400

FRA VS ENG FRA VS UKR FRA VS SWE CZE VS POR GER VS GRE SPA VS FRA ENG VS ITA POR VS ESP GER VS ITA SPA VS ITA

Number of participations

IT’S NOT ONLY ONE GAME.

Match

2145

2145

1648 1651

11601075

983

687

1417

1677

2035

The aim was to create a recurring moment for this community, by giving them the chance to share their predictions on 10 different matches, one at a time.

TAKE A SIT IN THE FACEBOOK STANDS.

75,4 %

12,2 %

7,9 %

4,5 % 8-10 PARTICIPATIONS : THE AMBASSADORS

5-7 PARTICIPATIONS : THE ENGAGED FANS

3-4 PARTICIPATIONS : THE AMATEUR

1-2 PARTICIPATIONS : THE CURIOUS

They support the brand on Facebook in sharing content with their networks. The Ambassadors are crucial to increase your viral reach.

Client or future client, they interact with your brand on Facebook. They are listening to your messages.

They are interested in contests and games.They are looking for fun and Facebook is a great playground for them.

Even if they are curious and try new experiences, they mainly use Facebook basic features such as hanging out with friends.

IT’S DIFFICULT TO BE NOSTRADAMUS.

FRA VS ENG FRA VS UKR FRA VS SWE CZE VS POR GER VS GRE

SPA VS FRA ENG VS ITA POR VS ESP GER VS ITA SPA VS ITA

% of people predicting the right score

% of people predicting the right winning team (or draw)It’s hard to bet on the right score. Give the opportunity to your community to play several times, you will increase your reach.

20,1 %

78,3 %85,2 %

11,2 %

8,5 %

14 %5,3 %

1 %

77,9 %

10,4 % 0,2 %

56,9 %

2,3 %

14,6 %

1,6 %

7,6 %

21,9 %

11,5 %0 %

43,1 %

WE BROUGHT NEW SUPPORTERS.

0

300

600

900

1200

June 8th - BEGINNING OF THE GAME1123 new fans in one day

Before : 53 new fans per day

4,5x new page likes during the game

Game period : ~ 3 weeks

New likes

Time

IT’S ALL ABOUT ENGAGEMENT.

0

1,25

2,50

3,75

5,00

Thanks to this interactive contest, Rue Du Commerce has reached a 4,91% engagement rate. 

4x the page engagement rate ! 

Engagement rate (%) 4,91%

Time

Game period : ~ 3 weeks

HEAR THE VUVUZELA EFFECT.

0

50000

100000

150000

200000

The OVP Mix to increase your total reach: Organic, Viral, Paid.

3,5x the reach to enhance the page EdgeRank

Reach

MAX REACH : 168144 users

Total Reach

Viral Reach

Organic Reach

Paid Reach

Game period : ~ 3 weeks

TIME OUT.

6591PLAYERS

14478PARTICIPATIONS

26762VISITS

54%CONVERSION RATE

4301NEW LIKES

AVERAGE REACH (BEFORE)

56kAVERAGE ENGAGEMENT RATE

0,97%

117kAVERAGE REACH (DURING THE GAME)

3,55%AVERAGE ENGAGEMENT (DURING THE GAME)

2x

3,7x

MANY THANKS TOR O M A I N G I A C A L O N EFROM RUE DU COMMERCEFOR HIS HELP ON THIS PROJECT

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