Brand Ministry - Cas Client Mercialys

Social-to-shop campaign

February 2012

• the recruitment of fans on the Facebook page of the shopping mall

BRIEF

Develop a concept using a combination of Social Media and Mobile that enables:

• the generation of in-shop trafic

• educate sales rep and shopping mall directors about the power of Facebook and online communities

• the collection of client profile information - to be integrated into the brand global CRM program

Concept: election of the shop of the year

• In-shop vote on mobile (+3pts) / 2D flash code on shop window and connection through Facebook Connect• Vote on Facebook web application (+1pt)

Campaign period2 weeks (end of February 2012)

Venue

Nîmes Géant Casino shopping mall

Vote from mobile phones (via Facebook Connect)represent 5,7% off total votes (vs. 1,400 participants)

Boutique list AuthenticationVote

• Facebook application Facebook: votes + ranking • 2 200 new fans, 1,400 participants (63%)• Facebook ads: 17m imps, 0,03% CTR

Compulsory Like

Access to profile infoQuizz description

330 shares (23% vs. number of participants)

Vote Share (wall and invitation) HowTo mobile

• Boutique of the year award handed to the shop owner by the shopping mall director

• Rewards given to participants (coupons to be redeemed in shops of the mall)