Facebook case study: AcneFree sampling

Our colleagues from Likeable Media just published a case study on a Facebook campaign they finished for their client University Medical. University Medical and the Likeable Media team worked together to develop a strategy around the AcneFree product line Facebook page launch.

The plan ? To build an AcneFree community and raise awareness of the brand by offering free samples of the new AcneFree Therapeutic Sulfur Mask and making the deal as shareable as possible. The latter to promote organic growth for the fan page because there was only a limited budget to get the first ‘likes’, which meant that further growth had to come from the shares and likes from that first wave.

The AcneFree fan-gated welcome tab featured a form (didn’t work in Safari mind you) for fans to fill out as well as a share and tweet button on the offer. The hope was that with a November 15th launch date, the page would gain 30,000 likes by March 2012.

They largely surpassed this goal. By November 30th, the AcneFree page had 41,000 fans with only $1,100 spent on advertising (to get the first likes). The deal was shared on Facebook over 500 times and tweeted over 1.000 times. For 1 week, AcneFree’s “Talking About This” metric was even higher than the brand’s overall page likes. (Mind you that when you increase quickly in likes for a page that your metrics will overall increase a lot.)

At the moment of writing the page has received 88,491 likes and has a “Talking About This” metric of 7,422 which is rather huge, most pages from this size reach only 1/5 of that metric.

Check the SlideShare presentation below for some extra info.