we are social

PLAYMOBIL – Case Study

we are social

we are social

Anna Ermann @phaerearwen

Social Media Manager PLAYMOBIL

Stefanie Hecht @frau_hecht

Account Manager We Are Social

we are social

Key Element of communication in Social Media... The PLAYMOBIL Figure

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A product with tradition... Since the market launch in 1974 more than 2,5 bn. figures have

been produced.

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Good starting conditions for engagement in Social Media... à high product quality à well working CRM

àemotional und likeable product

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Challenges

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A new target group... Adult PLAYMOBIL customers and fans

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All fans are not created equal... Different offers for different target groups

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Adult customers, who buy PLAYMOBIL for their kids à National Facebook Fanpages

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Fans of the brand, who played with PLAYMOBIL as a child à Facebook Fanpages

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Collectors, who buy PLAYMOBIL for themself à PLAYMOBIL Collectors Club

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Customers and fans with connection to a PLAYMOBIL subsidiary à National Facebook Fanpages

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Customers and fans without connection to a PLAYMOBIL subsidiary à International Facebook Fanpage

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Visitors of the PLAYMOBIL FunParks à Facebook FunPark Fanpages

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Need for structures across national borders

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Organisation & Workflow à Key control: Social Media Manager

à Community-Management and CRM: on site subsidiaries à Support in coordination and implementation: agency

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Basis of PLAYMOBIL‘s engagement in Social Media...

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Quality of interaction and dialog is more important than total reach and quantity

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Customer loyalty and brand image support have priority over sales interests in Social Media

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Engagement is arranged long-term – not seen as a short time online campaign

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International Fanpage: Increase of Fanbase since start: 149%

Engagement Rate: 0,68% Above norm à without Ad campaign!

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Content is adapted for customer needs and preferences à Interaction rate above average

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Basis: Monitoring of Fan Interactions

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Monitoring of Engagement Rate

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User Content as key element. More than 2.500 Fanposts

à User Content is integrated and featured actively

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User Experience is extended through „My Story“ App

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The App shows about 20 theme worlds featuring products of 35 years in a timeline

à Link between nostalgia und actuality

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Each theme world is enriched with behind the scenes stories by PLAYMOBIL

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Fans can ad their personal PLAYMOBIL stories, share and vote for them and get the chance to win a prize as well as a personal

congratulation video each month.

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More than 55 personal fan stories have been written so far. à Fans fiddle with the history of PLAYMOBIL and their own

memories intensely à Emotional bond with brand and products

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Outlook: Beyond Facebook...

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THANKS! Questions?