Facebook marketing raises funds for nonprofit
August 1, 2011 by admin
Filed under Latest Lingerie News
Google+ is the social network du jour, but a recent case study presented by eMarketer should remind businesses that Facebook is still a viable way to foster engagement – and generate funds. Nonprofit Look Good … Feel Better partnered with skincare company Clarisonic and leveraged fan engagement to raise money for brease cancer awareness.
In its webinar, Strategies for Turning Likes into Loyalty, eMarketer reports that for every new “Like,” Clarisonic donated $1 to breast cancer awareness on behalf of Look Good … Feel Better. Over the course of the campaign, Clarisonic jumped from 38,310 fans to 69,786 fans, representing an 82 percent increase.
The company’s daily page views rose 433 percent, from 421 views per day to 2,247 views per day. Simultaneously, engagement skyrocketed. The resulting rise in Likes helped raise $30,000 for Look Good … Feel Better, and it generated more exposure for Clarisonic’s branded posts. Ultimately, the skincare company acquired 75,000 fans.
Look Good … Feel Better benefited from the campaign, and its success shows that Clarisonic understood the topics and issues that were relevant to its fan base. Tailoring social (and site) content to meet prospects’ informational interests and needs should be a content marketing priority this year. (As Brafton has reported, just 3 percent of B2B marketers believe they “wow” consumers with relevant information, and budgets in search and social content marketing are poised to rise.)
Additionally, eMarketer points out that using Facebook as a marketing channel for this campaign was highly effective because 80 percent of consumers say the social giant is their network of choice for connecting with brands. Marketers looking to achieve similar success should keep in mind that a study shows shorter posts foster more engagement.
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