Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: ITAÚ
Product/Service: ITAÚ
Agency: F.BIZ
Creative Director: Lisi Kindlein (F.biz)
Redactor: Pedro Bombonatti (F.biz)
Art Director: Silvio Genesi (F.biz)
Planning Director: Eduardo Vieira (F.biz)
Account Manager: Guilherme Retz (F.biz)
Account Director: Kika Palhares (F.biz)
Project Manager: Vanessa Krongold (F.biz)
Project Manager: Rodrigo Nobre (F.biz)
Ti Director: Nicholas Almeida (F.biz)
Ti Developer: Willian Martins (F.biz)
Ti Director: Leandro Ribeiro (F.biz)
Media Director: Camilo Otto (F.biz)
Media Analyst: Guilherme Camargo (F.biz)
Media Coordinator: Wanderley Scarpignato (F.biz)
Social Media Manager: Eden Wiedemann (F.biz)
Social Media Analyst: Rafael Pereira (F.biz)
Brand Manager: Adriana Higashi (Itaú)
Art Director: Érika Wajima (F.biz)
Media placement: Internet - Facebook - 8/7/2011
Describe the objective of the promotion.
As official sponsor of Rock in Rio 2011, Itaú (the number 1 bank in LATAM) was entitled to some tickets for the event. The objective of the action was to use 80 tickets to generate awareness for the projetc “Itaú Universitários”, increasing the traffic of the target audience (young adults 18-24) on the fanpage and engaging this audience with the content of the product and financial education proposed on the brand’s Facebook page - which had been launched three months before and had 12,000 fans.
Describe how the promotion developed from concept to implementation.
Whenever a major event, such as this, is announced, people begin to look for any type of information on the internet, and many of these topics are directly related to financial education.
With this in mind, we were sure that there would be much content to promote engagement and interaction with participants. We already had the bait to attract the public, that is, the 80 tickets. Why not combine both?
Explain why the method of promotion was most relevant to the product or service.
The result of this combination was a scavenger hunt on the internet: the hunt for the Itaú’s Rock in Rio banners. During 40 days, thousands of college students had to search the internet for banners that would give them direct access to the festival. During this period, 10 banners were placed on specific pages that presented content related to the event. Participants had to register at Itaú Universitários Fanpage and follow the tips. Each tip would help them find one of the banners. The first person to find the 10 banners on that day would take a pair of tickets.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Average daily visits on the fan page increased 844%, when compared to the period before the action.
By the end of the 40 days of the promotion, the fans on the Itaú Universitários fan page jumped from 12,403 to 47,055, growth of 279%
The contents posted on the fan page were viewed 4,551,810 times and totaled 27,698 interactions with the public
The promotion achieved our target audience and the objective of drawing their attention to the contents proposed by Itaú. Even after increasing four-fold the number of likes on the page, 83% of the fans are exactly the bank’s target.