Advertiser: ZARAGUZA DIGITAL
Agency: ZARAGUZA DIGITAL
Category: Best Use of Social Media
Advertising campaign: FIRST REAL-TIME FACEBOOK COVER
Creative Director And Copywriter: Michal Pastier (Zaraguza Digital)
Project Manager: Lubomir Matejovic (Zaraguza Digital)
Art Director: Lucia Kubinska (Zaraguza Digital)
Idea-maker And Developer: Pavol Eichler (Zaraguza Digital)
Idea-maker And Copywriter: Mirka Biel Kasanicka (Zaraguza Digital)
Strategy
Insight: Facebook communication of brands is missing a personal approach.Strategy:At Zaraguza Digital, we always put emphasis on personal approach. Each one of our Facebook Page admins communicates with our fans under his own profile picture. With this campaign, we wanted to achieve the same. This time though Facebook cover photo to push the concept of Facebook Page with human face a step further. The Idea:Real-time Facebook cover connecting our offline office with our online Facebook page.Target audience: Our target audience were potential clients and advertising professionals, who are looking for trends and innovative ideas in the field of social media.
Execution
We pushed communication with our fans a step further. With a little help from Facebook App, our developers were able to keep updating our Facebook cover photo every fifteen seconds. Thanks to this fact, our fans are able to get a real-time picture of our office and see almost instantly what was going on. They were with us during our brainstormings, they joined in interactive games we played, and left messages on our Page to react to what was happening inside our office. Some of our fans even used our Facebook cover photo to promote their own businesses.
Effectiveness
Visits to Zaraguza‘s Facebook Page went through the roof after only few weeks. Almost 100,000 people were reached without any paid promotion, most of them virally.Our Facebook Page has been viewed more than 28,000 times. 11,000 people came back to see it more than 21 times! Our real-time Facebook cover photo has been mentioned by more than 400 ad blogs, including Wired, and our agency received a bunch of new business proposals. But most of all, we were able to triple our fan base from all over the world.