Mission

Organic lifestyle brand Whole Earth wanted to use a new, interactive marketing campaign to boost fan numbers on Facebook and increase activity on the Whole Earth page. hmmh was contracted to design and implement the campaign.

Objectives

The specific aim of the campaign was to get at least 1000 fans during the four-week time frame, as well as increase the reach of the Whole Earth Facebook page.

Implementation

hmmh developed an interactive photo competition for the Whole Earth Facebook page under the motto of “Out into Nature”.

Apart from devising and planning the competition, hmmh was also responsible for the design and all content. In addition, it developed the special competition app, enabling fans to publish their best nature photos in a gallery during the four-week promotion. The editorial team then selected the top ten entries every week. There were prizes to be won too, of course. Each week, Whole Earth raffled off ten bulging Whole Earth gourmet packs and a main prize of two beach cruisers among all entrants.

The campaign was a major success, bringing 1902 new fans. That’s a fan growth of approx. 70% for the small, close Whole Earth community! The fans’ willingness to interact also rose significantly during the promotion’ a total of 345 fans uploaded a self-shot nature image. Even after the cam-paign was over, the excited fans continued to post photos of the prizes, continuing to maintain a high level of interaction on the page.