Tim Tam Facebook 2011 case study
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Transcript of Tim Tam Facebook 2011 case study
Digital Media Advertising Case Study
Arnott’s Tim Tam Biscuits [Canada] Facebook with its massive reach was chosen to drive brand awareness and build consumer relationships. The effective use of Facebook Engagement Ads drove traffic to the TimTamSlam.ca website for data capture and contest participation.”
— Tina Ryan, Brand Specialist, Concord Sales Ltd.
Objective
Drive brand awareness and build consumer relationships.
Facebook Solution
OptiCom InterActive, the Tim Tam Canadian digital agency has developed the “What Women Want” contest. The program’s 360° consumer engagement utilized in part Facebook advertising, new TimTamSlam.ca website with guerilla & special event sampling. • Facebook Engagement Ads: Like Engagement ads drove contest participation with multitudes of brand impressions. • Facebook Page: Up to date content engaged consumers with brand news from around the globe.
Website Solution
• Engaging Contest Website: Interactive website featuring Aussie TV creative to drive brand awareness. • New Tim Tam Slam: Continually updated TimTamSlam news featuring Hollywood celebrities and famous personalities. • Consumer Contest: Engaging and relevant contest with daily prizes Second Chance Grand Prize Draw.
• Contest eInvite: Using updated consumer database eInvite drove unprecedented Contest participation from past and new users. Digital Campaign Results
The digital media campaign, with its limited budget, exceeded expectations in terms of Facebook consumer engagement, contest participation and driving brand awareness. The fully-‐integrated campaign delivered over 1.300,000 impressions contributing to strong sales across Canada.
Facebook Campaign Results (4 weeks): • Engagement Ad Impressions: 2,950,000 • Organic Impressions: over 83,000 • Social Impressions: 64% • Self-‐Served Ad Impressions: 8,780,000 • Campaign Engagement Rate: 0.20% • Fans/Likes: 1,142
TimTamSlam.ca Website (2 month): • Total Hits: over 8,000,000 • Over Total Views/Impressions: 1,770,000 • Total Sweepstakes Entries: 200,748 • Unique Entries: over 51,000 • Mobile App Conversion Rate: 20% • Sweepstakes eInvite Click Rate: 71%