io's Facebook campaign offers Likers chance to swap old for new
Facebook. It's so...
there. Today we learned that there are
1.94 million Irish user accounts. But but but! Just because it's there it doesn't necessarily mean that your clients should jump straight in there. Is it the right medium for the job? There are more than 1.94 million radios in the country too, after all.
So when it came to doing some work for our client Husqvarna on their gardening equipment, we took a long look at the research. Digital does research pretty well, it has to be said, and quickly too. And being told that 33.3% of Irish Facebook users are 35+ years old gives you a pretty strong argument for adding it to the media mix.
We set up a Facebook page for them, but wanted to find a way to attract the right people. Our creative and development teams knocked heads and made the incredible discovery that people who like to garden also like good garden equipment! We worked up a proposal which became the 'Ditch & Switch' Facebook app.
Facebook users nominate their shoddy old garden machinery to be replaced with a brand new, high-worth Husqvarna equivalent. Just upload a photo of your old piece of junk and get your friends voting for you in one of the six categories, including ride-on mowers and lawnmowers. The photo with the most votes in each category wins the replacement.
In its first few days already it's amassing hundreds of likes, which are all adding up to one big like for the client. The campaign includes radio and press, starring our super-gardening friend Dermot O'Neill, as well as a green-fingered Facebook ad campaign that has helped steer gardeners our way. Thumbs up.
