August 8, 2011 Last updated March 16th, 2012 2,327 Reads share

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

Image Credit:

I recently worked with 

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 Premium Butcher - Wall  Facebook.png by nialldevitt on Aviary

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:

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

Summer Scorcher Competition - thepremiumbutcher.ie.png by nialldevitt on Aviary

The results:

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

[youtube width=”325″ height=”244″]http://www.youtube.com/watch?v=d4Jj8drLhlI&feature=player_embedded[/youtube]

On Facebook, it resulted in:

  • 2248 app engagements
  • 1489 new fans

Insights (2).png by nialldevitt on Aviary

Engagement levels:

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

The Premium Butcher.png by nialldevitt on Aviary

Visits to the website:

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

Dashboard - Google Analytics.png by nialldevitt on Aviary

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

Niall Devitt

Niall Devitt

Digital expert, top 10% influencer with over 10 years’ senior management experience - including managing projects and teams, and growing companies in the Irish, international and online marketplaces. Co-founded one of the largest B2B blogs in the world, helped grow a B2B social media to over 1,000,000 members, created the strategy for one of the most effective SME Facebook pages in the world and have grown 3 business websites (TweakYourBiz.com, BizSugar.com & MyKidsTime.ie) to in excess of a 100,000 unique visitors per month. Have consulted and worked with both corporate and SME clients on leveraging digital to drive business KPIs. Speaker at industry events, have authored several industry reports on the Digital Economy and appeared in the New York Times, Washington Post, Business Insider and other leading online and offline business publications. Specialities include: Entrepreneurship Business Development, Start-ups, Business Planning, Management, Training, Leadership, Sales Management, Sales, Sales Process, Coaching, Online Advertising, Blogging, Online Marketing, Social Media Marketing, Digital Marketing, Content Marketing, SEO, Social Media Strategist, Digital Strategy, Social Media ROI, User Generated Content, Social Customer Care.

Read Full Bio