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TomTom Global Santa Nav Xmas 2011 Campaign A Social Media Campaign Report January 2012 @ContentMotion [email protected] www.contentandmotion.co.uk
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TomTom Global Santa Nav Xmas 2011 Campaign
A Social Media Campaign ReportJanuary 2012
@ContentMotiongetintouch@contentandmotion.comwww.contentandmotion.co.uk
Campaign Overview and Results
The Brief
• Deliver creative campaign to significantly boost brand awareness and preference in the run up to Xmas
• Emphasise core brand message: ‘connected journeys’
• Boost Facebook communities within key sales and marketing regions
• Deliver maximum share-ability and talk-ability across all TomTom social channels
• Have a little fun : )3
Campaign Metrics at a Glance
Increase in Facebook Likes during the campaign 63,373 to 84,908 (+34%)
Total number of new Likes created by the campaign
23,289 (avg. 1,164 new Likes each day)
Number of visits to the custom Facebook tab
57,181 (avg. 2,859 visits each day)
Total reach of the TomTom Facebook Page
43,470,740 (avg. 2.2m people reached each day)
Referred reach of the TomTom Facebook Page
227,964 (avg. 11,398 reached via ‘word of mouth’ per day)
Number of immediate interactions on Facebook
25,106 (avg. 1,255 interactions per day)
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Campaign Overview
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• Strategy: put people’s Xmas wishes in front of their friends - encourage peer to peer sharing, commenting, reactions and interactions as the basis for message and brand distribution
• Brand is the social communications vehicle, not the destination
• A seasonal Facebook campaign, run through a TomTom branded custom Facebook app (tab) with multi-language ability, hosted across different country pages
• Fans added their Christmas wishes to the (TomTom style) map, telling Santa what they wanted for Christmas
• Prizes awarded for ‘most fun and festive’ entries
• People were able to browse other people’s entries to see what was being wished for in any area
• Map pins are presented regionally and could be clicked to reveal entry information for each region
• Santa’s (virtual) route around the map was determined by the location of the weekly winners, and editorial updates about those locations were shared on the tab
Engagement Tactics & Results• The campaign was created on the basis that people love talking about Christmas and are passionate about
their location. We used this to stimulate discussion by creating some gentle rivalry between areas and countries. The countries that employed this tactic strongly saw a pay off when regional targets began interacting with the campaign. This can be seen in the UK and Spanish examples below:
• There were also numerous comments from people that expressed disappointment at the fact that the Santa Nav campaign was not available in their country
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Prize Strategy
• The gifts provided by TomTom were designed to be fun, desirable and engaging to try and stimulate further newsworthy content for future tweets and Facebook posts
• This was achieved by selecting a diverse range of prize winners, from those that wanted something silly and tongue-in-cheek, to those with more serious, emotive undertones
• Content was then created based on the prizes and these were well engaged with across all profiles. People were reacting positively to the giving of prizes - liking TomTom’s philanthropy and the intrigue that the prizes gave. Several country profiles (see Germany on next slide) showed the value in talking about potential prize-giving, listing quirky entries to drive intrigue and curiosity around the campaign.
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Prize Strategy ResultsGlobal
Spain
South Africa
France Germany
UK
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Campaign Insights• The overall concept of ‘Santa Nav’ proved a successful one that translated well on a global scale.
TomTom’s audience showed a willingness to get involved in most aspects - commenting, retweeting etc. - and general feedback was all very positive. The positivity was particularly evident on TomTom’s existing social channels such as Facebook and Twitter, but was also met with positivity on third party sites such as T3 which helped reach outside TomTom’s existing audience in the UK
• The nature of the campaign led to TomTom being positioned very much as ‘the good guy’, bringing festive cheer and happiness without ulterior motives. This was reflected in the tone of voice used by TomTom’s audience during the campaign
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Campaign Numbers
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-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Q1 Q2 Q3 Q4
Average Monthly TomTom Brand Mentions
Mentions
-
5,000
10,000
15,000
20,000
25,000
Jan-
11
Feb-1
1
Mar-
11
Apr-11
May
-11
Jun-
11
Jul-1
1
Aug-1
1
Sep-1
1
Oct-1
1
Nov-1
1
Dec-1
1
Volume of TomTom Twitter Followers
Followers
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Jan-
11
Feb-1
1
Mar-
11
Apr-11
May
-11
Jun-
11
Jul-1
1
Aug-1
1
Sep-1
1
Oct-1
1
Nov-1
1
Dec-1
1
Volume of TomTom Facebook Fans
Fans
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-11
Feb-11
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Sentiment Around TomTom Across All Media Sources
NEU NEG POS
TomTom Social Media Performance FY2011
Data Glossary
Social Audience
The number of unique people that have chosen to follow updates from your brand via Facebook.
Social Reach
The number of people who see any of your content. This is broken down into Total Reach, Organic Reach, Paid Reach and Referred Reach.
Referred Reach is a count of the people who have seen your content via a friend rather than TomTom direct output. This number informs to what level the concept and individual updates were received by a new audience, effectively the ‘word of mouth’ of the campaign.
Organic Reach is the number of people who have seen content via your own updates.
Paid reach is the number of people targeted via paid methods.
Total Reach is the combined number of people who have seen any content via any of the above outcomes.
Social Interactions
Interactions are classified as any person who has interacted with any of your content. Examples of Facebook Immediate Interactions include Liking your Page, posting to your Page's Wall, Liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, photo-tagging your Page or checking in at your Place.
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Results
• The TomTom SantaNav campaign proved incredibly successful in engaging existing social audiences, driving new Facebook followers and projecting the TomTom brand in a positive light
• There were 4,433 entries in total into the competition
• This includes 1,111 entries from Germany and 1,653 entries from the UK
• Combined followings grew by 34%
• Paid advertising had an effect on the number of Likes for the countries that ran ads. It worked well to supplement the competition
• UK, Germany and Ireland engaged the largest proportion of their audience with competition entries
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Social Audience
!"!!!!
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Likes&over&Time&Germany! Sweden! Netherlands! Ireland! Spain! France! South!Africa! Poland! UK!
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Likes&over&Time&Global!
Likes 05/12 Likes 25/12 -/+ -/+% KPIGlobalGermanySwedenNetherlandsIrelandSpainFranceSouth AfricaPolandUKTotal
34,717 48,294 13,577 39.11% 30%2,782 3,063 281 10.10% 35%910 1,347 437 48.02% 35%1,914 2,937 1,023 53.45% 35%1,350 2,837 1,487 110.15% 35%6,456 6,572 116 1.80% 35%4,022 4,699 677 16.83% 35%3,128 6,031 2,903 92.81% 35%7,119 7,162 43 0.60% 35%975 1,966 991 101.64% 35%
63,373 84,908 21,535 33.98% 32%
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Social Audience
• For the global audience, the largest increase in Likes was during the final week of the competition. On 20th December, new Likes peaked, with 2,000 in one day
• Individual countries peaked in new Likes during the second week of the competition. South Africa received a large number of Likes daily from the 11th December while Sweden peaked on the 15th
!"!!!!
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Daily&New&Likes&Germany! Sweden! Netherlands! Ireland! Spain! France! South!Africa! Poland! UK!
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Social Audience - App Visits
• Daily app tab visits for the Global page show the increase in popularity week to week. The largest number of visits on one day was 5,373 on the 21st December
• On individual country pages, the app tab was consistently popular. The most visits in one day was the UK on 9th, with 339 visits. The second was South Africa with 304 visits on the 17th
!"!!!!
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Daily&App&Tab&Visits&Germany! Sweden! Netherlands! Ireland! Spain! France! South!Africa! Poland! UK!
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Social Reach - Organic Reach
• The pattern of organic reach on Pages highlights that regular conversation continued during the competition. The competition enabled conversations to continue as the audience geared up for Christmas
• On the Global Page, the number of people reached organically peaked on the 23rd, with 9,745. This was via a simple update about driving safely over winter. The positive messages and responses on the Christmas competition throughout the month had an effect on the popularity of this update
!"!!!!
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Organic(Reach((daily)(Germany! Sweden! Netherlands! Ireland! Spain! France! South!Africa! Poland! UK!
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!2,000!!
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!"!!!!
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Social Reach - Referred Reach
• Referred reach began to pick up during the second week of the competition as many countries used paid advertising to reach a new audience. Facebook increases the weight associated to paid messages
• As a larger audience became involved in the competition, the number of times content was seen via a friend increased
!"!!!!
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Referred&Reach&(daily)&Germany! Sweden! Netherlands! Ireland! Spain! France! South!Africa! Poland! UK!
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Social Reach - Total Reach
• Total reach figures were high. For the global Page the largest audience in one day was 3,725,633, while combined views of individual country Pages reached 979,310 both on the 20th December
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Total&Reach&(daily)&Germany! Sweden! Netherlands! Ireland! Spain! France! South!Africa! Poland! UK!
!"!!!!
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Interactions
• Immediate interactions on the Global page increased in the final week of the competition. This is a similar pattern to organic reach and the two metrics are closely linked. As more people interact with an update, it is given more weight and will appear in more people’s News Feeds
• South Africa had the largest number of interactions during this period at 3,157, while Ireland had 1,576. Sweden had a large peak on 15th December
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Social Actions - Competition Entries• The competition began to pick up momentum during the second week, as 61% of the entries
were gathered by this point
• Total entries for the competition: 4,433. The most entries came via the UK and Germany with 1,653 and 1,111 entries respectively
• Countries who engaged the largest proportion of their Fan base were UK, Germany and Ireland
Week 1 Week 2 Week 3 % of Total Entries by Country
% of Fans entered
GermanySwedenNetherlandsIrelandSpainFranceSouth AfricaPolandUKTotal% of Total Entries
176 684 1,111 25.06% 36.27%5 13 24 0.54% 1.78%36 170 243 5.48% 8.27%17 323 462 10.42% 16.28%4 45 59 1.33% 0.90%197 197 458 10.33% 9.75%17 216 352 7.94% 5.84%24 61 71 1.60% 0.99%261 1,013 1,653 37.29% 84.08%737 2,722 4,433 100.00% -
16.63% 61.40% 100.00% - -
Entries in green are countries who met the Facebook Fan increase KPI21
Key Campaign Partners
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Facebook App Platform Social PR Intelligence
