Briefing: Renault Netherlands asked Dorst & Lesser to develop a campaign to promote the Renault Netherlands Facebook page. The purpose of the campaign - and the Facebook page - was to reach (potential) Renault drivers and motivate them to actively engage with social media. Dorst & Lesser is responsible for the management of the Renault Facebook community, so the agency is aware that classic Renaults inspire tremendous enthusiasm.
The campaign: The story of Grandma Hilda and her Renault 4 was featured on the Facebook page for a month. Grandma Hilda loved the Renault 4 and drove one all her life. When she got to the point where she felt too old to drive, her car was simply left sitting in her garage. Grandma Hilda wanted someone else to have the pleasure of driving her Renault 4, so she offered it on the Renault Netherlands Facebook page. There was just one problem: Grandma Hilda had lost the key. Facebook users were invited to look around Grandma Hilda’s house and place a tag in the area where they thought the missing key was to be found. The person who placed a tag closest to the missing key would win the classic Renault.
How the campaign worked: Facebook fans could respond to the campaign from 5 to 30 April 2012. They were led into Grandma Hilda’s living room and could examine the room from 360 degrees. They could also click through to Grandma Hilda’s garage and kitchen. They could look all around the house and then place a single tag in the area where they thought the missing key was to be found. Every week Grandma Hilda gave a clue that helped to narrow down the search. There were a total of four tips that gradually revealed the location of the key. The Facebook fans who responded to the campaign could change the position of their tag during the course of the campaign.
During the final phase of the campaign the story continued. First it became apparent that the key was not in Grandma Hilda’s kitchen. Then it became clear that the key must be somewhere in the garage. The exact coordinates of the location of the key were finally determined and the key was found next to the window in the garage. The tag closest to Grandma Hilda’s key was created by Jan Dijkema from Groningen, who was the lucky winner of the Renault 4.
Results: The Renault Netherlands Facebook page was set up by Dorst & Lesser at the beginning of 2011. A year later the page had precisely 50,000 fans. The recent Grandma Hilda Facebook activation campaign was the most effective promotion. By the end of the campaign no less than 10,293 unique tags had been placed in Grandma Hilda’s house. During the course of the campaign the number of fans on the Facebook page increased by 27,930, which doubled the number of fans. At the same time the campaign also created a lively dialogue between Renault Netherlands and the target group.
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