Case Study: BlueAnt EMBRACE’s Facebook to Launch Product
With consumers spending an increasing amount of time on Facebook, how does a technology company with a super savvy customer base leverage the leading social network to launch a new product? That’s the question BlueAnt posed to Engage in launching their new stereo headphones – the BlueAnt EMBRACE.
Engage has been working with BlueAnt since February of this year, as Pipevyne PR’s digital partner. Since day one, BlueAnt has been willing to think outside of the box, bringing a fresh approach to product marketing and engaging with customers in a meaningful way online. BlueAnt’s rich history in producing award winning Bluetooth headsets and speakers led them to launch their first non-Bluetooth device, the BlueAnt EMBRACE. To match BlueAnt’s launch into this new product category, Engage was tasked to develop a social media campaign that was unlike anything BlueAnt had done before online.
What we came up with was both innovative and effective in reaching the client’s objectives of driving pre-orders of the EMBRACE and increasing likes of BlueAnt on Facebook.
On June 2, 2011 at 12:00 p.m. EST, the following Facebook tab went live on BlueAnt’s Facebook page encouraging people to “like” BlueAnt on Facebook in order to receive an exclusive offer on the new BlueAnt EMBRACE.
Upon liking the page, the user was presented with a countdown clock that showed the days, hours, minutes and seconds left until the exclusive offer would be revealed exclusively on Facebook.
The countdown clock served to build suspicion and momentum towards the unveiling of what was a pretty amazing offer from BlueAnt. Importantly, we encouraged people to enter their e-mail address to be reminded to come back to the Facebook page once the offer was revealed.
Then, on June 6 at 4:00 p.m. EST, we unveiled the offer exclusively to BlueAnt’s Facebook fans.
And their reaction to the campaign was strong!
Through the four-day campaign, BlueAnt gained 543 new Facebook fans – a 13% increase. This growth was completely organic as no advertising dollars were dedicated to this campaign. It has become increasingly difficult to significantly grow a base of Facebook fans without spending advertising dollars. Creative campaigns such as this one are now necessary to break through the clutter and get results organically.
Not only did we succeed in increasing BlueAnt’s Facebook fan base, but this campaign also succeeded in driving traffic to the EMBRACE pre-order page and converting those visits to actual orders. Engage’s efforts for BlueAnt on Facebook accounted for more than 66% of the traffic to the pre-order page for the EMBRACE. Throughout the campaign, the EMBRACE promotion Facebook tabs were viewed 2,262 times. Combine that with the number of views BlueAnt’s Facebook content about the promotion received, and we were able to serve 32,933 impressions surrounding the campaign.
We love working with forward-thinking clients like BlueAnt who are willing to take calculated risks such as this campaign and see those risks rewarded. A plug for our client’s product seems appropriate here, but I really don’t consider this a plug at all, as I am genuinely a BlueAnt enthusiast. I have had the EMBRACE for about a month now and I use it every single day at my desk to help me focus and tackle big projects that need my uninterrupted focus. I especially love the EMBRACE when I am traveling. For example, I am wearing the EMBRACE as I type these words to drown out the screams of traveling children on my flight. Who knew headphones could save lives?