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Harnessing a passion center saw Facebook engagement rates three times above average for Energizer
Citation preview
© 2012 TBG Digital
Building a fan base ofengaged ‘passionistas’
© 2012 TBG Digital
What’s the story?
© 2012 TBG Digital
Energizer wanted to buildan engaged community
on Facebook
© 2012 TBG Digital
What did we do?
© 2012 TBG Digital
TBG Digital created a totalizer which monitored Energizer’s donations to ‘Help for Heroes’, a
charity formed to financially supportthose wounded in Britain's conflicts
Energizer gave the charity 5p forevery new fan. These donations wereused as an incentive for fans to recruit
additional fans to the page via the totalizer app
© 2012 TBG Digital
‘Help for Heroes’ was very much apassion center for UK residents.
Once recruited, TBG continued to engagewith the new fans balancing product-based
updates with hero-based posts
© 2012 TBG Digital
What were the results?
© 2012 TBG Digital
3.3xbetterengagement rates than
the industry average
Case period: September to December 2011
and £100,000 for the heroes