I came across this case study from Acuvue Contact Lenses and I thought I would share it here. This case study was a submission to the 2008 Groundswell Awards. They outline their case study very well with target goals and actual engagement:
'Acuvue Wink' was the first branded Facebook application to be launched from Australia. At the time Facebook was still emerging as a social networking platform in this market. The fact that we were the first brand to really utilise the power of the medium enabled us to position the brand as innovative and on-trend — key attributes for a brand wanting to connect with an 18-29 year old audience. The subtle branding on the application meant that users were comfortable sending the winks helping us deliver our reach objectives and making 'Wink' a formidable viral execution.
The campaign performed extremely well. At the height of the campaign nearly 10,000 Facebook users were 'Winking' on a daily basis, allowing us to achieve some incredible results from an unproven medium;
These results apply to the initial phase, running from August 1, 2007 to December 31, 2007.
Application downloads: Target: 10,000 Actual: 65,000
Number of unique wink receivers: Target: 100,000 Actual: 516,000
Number of winks sent: Target: 500,000 Actual: 1,030,000
Most importantly the volume sales of 1-Day Acuvue Moist contact lenses increased by a massive 17% and value sales by 18% versus the previous quarter. The online only campaign also enabled the brand to reach its highest awareness levels ever.
I think this is a great example of a low interest product using Propagation Planning to both demonstrate the product attributes and use branded entertainment. You can watch the Presentation Video here.
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