Branding campaign aiming the migration of the high Facebook traffic from Tuesdays to the points of sale, increasing the number of transactions.
Key aspects
It was found that on Tuesdays -regardless of the fortnight or active promotions and without any specific call to action to those days- the brand's Facebook page showed a much larger interaction of its followers than the rest of the days of the week.
Objective
Increase the Facebook fan base and their interaction with the posts.
MEDIA PLAN
The #MartesRandys campaign was created, which grants an exclusive benefit to fans of the brand's fan page, redeemable only in PDV showing a post that describes the benefit published on the same day.
The Campaign communication is carried out continuously on social networks and PVD, with specific radio support on special dates. We always work with expectation, both unknown and unveiled according to the benefit to be granted.
RESULTS
There was an immediate increase in transactions on Tuesdays at all Randys' locations and the management and continuous adjustment of the benefits granted allowed the average ticket value of those days to be raised.
We were also able to give greater rotation to stationary products and cross promotions, managing to double redemptions month by month.
As for the fan page, we managed to optimize the budget, reducing the cost per share monthly and the cost per new follower; which translates into a greater fan base and their interaction with the publications.
New followers: + 49%
Monthly interaction: + 440%
