Facebook Case Study: The Premium Butcher ‘Summer Scorcher’ BBQ Competition

Tweak Your Biz » Growth » Facebook Case Study: The Premium Butcher ‘Summer Scorcher’ BBQ Competition

Facebook Case Study: The Premium Butcher ‘Summer Scorcher’ BBQ Competition

by Niall Devitt on August 8th, 2011
24 Comments

I recently worked with Granite Consulting to help them come up with a concept for a Facebook competition and app for one of their clients.

Background:

In a rapidly changing market the Premium Butcher has answered customer demands by setting up their very own online meat shop. As this shop approached its first birthday, our task was to help the team promote this online shop via their Facebook page.

The objective:

The page was relatively new and it had only a few hundred fans . When the Premium Butcher team also offered us a prize to use as an incentive, we decided that the best approach was to initially grow their Facebook community through a competition.

The Facebook competition and app:

We came up with a simple idea: The Premium Butcher Summer Scorcher BBQ Competition.We would give people the opportunity to win a BBQ and meats for themselves and their Facebook friends. We built the app below.

To enter the competition, the user had to:

Like the Premium Butcher Facebook page
And then nominate and invite up to nine of their Facebook friends.

The results:

The competition and app ran for just over three weeks with the winner announced on the 29th of July.

On Facebook, it resulted in:

2248 app engagements
1489 new fans

Engagement levels:

A key consideration was to try an ensure that these new fans continued to engage with the page after the competition finished.

Visits to the website:

Traffic to the website saw an increase of +60% and this traffic has continued after the competition.

Sales:

However the most encouraging statistic by far is that sales have now almost doubled when compared with the levels achieved beforehand. Of course it would be foolish to claim that this increase was down to the Facebook comp alone but it definitely was a contributory factor.

Have you run Facebook competitions?

Please share your experiences in the comments section.

Thanks for reading,

Niall

Category: Facebook, social media

Tags: apps on facebook, building facebook apps, facebook app, facebook applications, facebook apps, facebook apps application, facebook business page, facebook case studies, facebook casestudy, facebook competition, facebook competitions, facebook for business, facebook marketing, facebook pages, facebook promotions, growing your facebook fans, videos

The Author: Niall Devitt

Niall Devitt is a doer, not a talker when it comes to social media. Niall advises organisations how to plan, design and implement social media strategies that generate real business returns. Niall is Chief Digital Strategist & Founder at the Ahain Group, an independent, ideas-led social business consultancy with experience of working with all types of clients and sectors– from large blue-chip multinationals to the 1 SMEs. Download our industry specific and researched social business reports. In 2009, Niall co-founded TweakYourBiz.com (formally Bloggertone.com) an international, business community and online publication. http://www.ahaingroup.com/

Add Your Comment

http://www.garrendennylane.ie/blog Lorna

It is interesting to see the results that this competition generated. I did enter but have to admit I didn’t like that 9 of my friends had to enter too but having said that, the competition page was very clear, well laid out and with a great prize and it certainly helped you to reach many more members of your target market.nI must be liking too many pages though as I haven’t seen The Premium Butcher coming up in my news feed recently and I think that is something that is hard to address – trying ensure that the new fans will see your updates.nGreat post Niall, great to see the results of the competition for the client.,
http://www.tweakyourbiz.com Niall Devitt

Hi Lorna,u00a0Not sure if you remember but we took that feedback on board andu00a0changedu00a0it to ‘up to nine Facebook friends’. Asu00a0regardsu00a0updates appearing in your NF, that’s decided by edgeranku00a0(see here:u00a0http://techcrunch.com/2010/04/22/facebook-edgerank/) In the simplest terms, it’s the level ofu00a0engagementu00a0(comments & likes etc)nn
http://www.garrendennylane.ie/blog Lorna

Ah, yes, sorry, Niall, my apologies, I remember now that you said it had been changed. Yes, encouraging more engagement definitely helps with the edgerank.nMeant to say too – the whole competition page was really attractive in its layout.
http://www.encouragingexcellence.ie/ Mairu00e9ad Kelly

I remember the competition and I didn’t enter as it wanted my personal details which I’m not prepared to give out simplyto enter a comptetition, nor am I prepared to forward it on to my friends either.u00a0 I know that is the whole purpose of these types of competitions and personally I don’t like them.u00a0 nnThat said, I am also aware that I am in a minority in that regard and I did notice a lot of people did enter and it appeared on my newsfeed quite a lot too.nnWhat is interesting is to find out that their retention and engagement is still high after the competition and that their sales are almost double.
Anonymous

Thanks for sharing with us a summary and overview of this campaign. u00a0It’s particularly interesting from the perspective of understanding what needs to be done when running a contest in Facebook. u00a0I think a lot of people are still in ignorance about how to do this in the correct way.
http://www.tweakyourbiz.com Niall Devitt

That’s for sure! thanks for the comment, Frank
http://www.tweakyourbiz.com Niall Devitt

Thanks Mairead, I would say you’re in a significant minority but as you said and thankfully for the PB, many people were happy to enter and invite their friends. Thanks for your comment
http://twitter.com/smallbiztrends Anita Campbell

Good case study, Niall
http://www.onlyone.ie Dan Foley

I presume you meant ” with the winner being announced on” not ” with the winner been announced on”
http://www.tweakyourbiz.com Niall Devitt

Hi Dan, my understanding is thatu00a0′been’ is the pastu00a0tenseu00a0of the verb to be. However, to save any confusion, I’ve nowu00a0removed it from the sentence. Thanks for your input u00a0
http://www.tweakyourbiz.com Niall Devitt

Thank you, Anita
Anonymous

did you guys build a custom app for this or are you using a 3rd party app? if so, could you list the name of the app?
http://www.tweakyourbiz.com Niall Devitt

It was a custom app, we built it
Nwnaughton

Hi Mairead, you make some very good points re: the personaly information. I am with you on that and don’t like sharing that kind of detail either.nThe results of this casestudy do however prove that enough people are.nnIn our facebook app, we don’t ask for any persoanl information other than your email address when you enter the competition. We didn’t envoke the Facebook methods for gathering personal information rather just simply asked those entrants to share with their friends. nnIt seems to be working very well but unfortunetely now on the same scale as this one, possibly because of the requirement to get more of your friends to enter. After just over 2 weeks we have seen a 21% increase in “Friends”. which is not too bad either I guess.n
http://www.tweakyourbiz.com Niall Devitt

Hi Lottie, I contacted you on Twitter, let’s have a chat?
http://www.tweakyourbiz.com Niall Devitt

Thanks Sian and we are very lucky to have you involved!
Connor Keppel

Great reasons. The only one not emphasized enough is that you learn a huge amount from the posts on it also. Would recommend all get involved. It’s a win – win: the more people involved the more exposed the site, and the more exposed the site the greater your reputation!
John Twohig

Well you certainly seemed to enjoy that, nearly as much a I did this side of the screen. Bill’s philosophy is very interesting and one which I subscribe to. Make a decision and stick to it, make that decision a big one and don’t sweat the small detail. Napoleon Hills, Think and Grow Rich first printed in the 1930′s has a similar feel.

Great interview.
http://www.smartsolutions.ie/blog/ Elaine Rogers

Thank you Anton, it is easy to be informal when the interviewee is relaxed I am glad you enjoyed the session.
http://www.smartsolutions.ie/blog/ Elaine Rogers

Thank you kindly John.
It often catches us off guard when seemingly new ideas and philosophies are traced back to the great thinking leaders. A super practical guide to getting rich is written by WALLACE D. WATTLES in 1910 “The Science of Getting Rich”. If we can get passed the olde style language, he really makes a lot of sense in modern day terms – just came to me when you mentioned Hills book
Daena Meyer

There’s an amazing contest application that
you can put on your Facebook page, simple, cheap and easy to use:
http://toptabapp.com/?r=4, my favorite!
http://tweakyourbiz.com/ Niall Devitt

Thanks Christina.
Kyle Kam

Thanks for this, Niall. I was very surprised when I saw this. Got me hyped up for my next contribution. Haha.
http://tweakyourbiz.com/ Niall Devitt

My pleasure, Kyle and well done again!

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