“You don’t have to become a pro to be a hero” is the slogan of the TV campaign for the construction-worker and handyman market, featuring Boris Becker. This motto is set to be promoted across a variety of media platforms and reflected in the Praktiker Facebook channel with an interactive marketing campaign.
Apart from generating new fans, the main focus was particularly also on starting up the Praktiker community, while the Facebook promotion should attract a lot of attention to the Praktiker online shop.
We were in charge of devising, planning and implementing the successful photo voting campaign.
The fans were asked to take a photo or video of their personal craft-related “heroic feat”, upload it for voting using a photo app developed by us, and comment on it. Other fans were then able to vote for their favourite heroic deed. During the competition period, the community chose 50 favourites among which the prizes were raffled off. The main show-stopper was the “proceeds barometer”: The more fans the Praktiker page generated during the promotion, the more there was to win.
The numbers speak for themselves: The integrated campaign approach allowed us to significantly promote the success of the Praktiker Facebook page: the number of fans doubled during the six-week competition period, and the number of active users trebled. It total, the fans submitted over 7,000 votes, while the feedback on the wall articles rose by a whopping 346% during the promotion.