Last night at Facebook Camp, there was a compelling Mitsubishi Lancer Evolution case study delivered by Andrew Cherwenka, Vice President of Business Development at Toronto based Trapeze Media.
- Generate brand exposure beyond that of Mitsubishi’s initial attempt through a stand alone micro-site.
- Sell cars
- 28 year old Canadian males
- High demographic composition currently on Flickr, YouTube and Facebook
- Campaign headline on the Home Page of Mitsubishi Lancer Evolution microsite “Watch it on YouTube, Befriend it on Facebook, See it on Flickr" with direct links to YouTube, Facebook and Flickr
- Creation of a fan page within Facebook (among other initiatives involving Flickr & YouTube)
- Within 3 weeks, the page generated:
- 1,199 fans
- 152 wall posts
- 12,473 video views to the Mitsubishi Lancer microsite
- 17,384 page views to the Mitsubishi Lancer microsite
- CPC $0.23
The added layer of value is the engagement this type of execution is able to afford the advertiser.
Someone in the audience asked if the strategy was criticized for creating a “fan” page, which would imply that the campaign is not directed at acquisitions but rather, an existing base of loyal consumers. The response of course was that through accessing the social graph, Mitsubishi was able to pick up some influencers. It only takes one car enthusiast who belongs to several car talk groups to infect the masses he is associated with in that particular niche. So, not only is there reach, but also there is targeted reach, which in turn, creates highly desirable chatter content.
Search delivers targeted audiences, of this we as strategists are certain, but as witnessed in the Mitsubishi case study, the social graph delivers invaluable brand exposure opportunities. Andrew pointed out that the biggest value is in the tremendous amount of impressions delivered on profiles and newsfeeds across Mitsubishi's target market's social graph.
Local search from a decentralized (franchisee or dealer networks) come into play when the franchises and dealers leverage corporate initiatives such as these.
Ok, one last pot shot at search from this perspective.... Through the thick transparency, I can't seem to find any click fraud issues?