Fido launched four individual social media contests celebrating our 20th anniversary, including one contest for the Fido Community.
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Company: Fido Solutions Inc.
Entry submitted by: Caroline Lalonde (Senior Manager, Community & Social Media)
Community: The Fido Community
Facebook: www.facebook.com/fidomobile
Twitter: www.twitter.com/Fidomobile?lang=en
Lithy category: Social Marketing Champion
Digital customer experience has been a growing focus for years, as it supports our ‘low touch no touch’ contact strategy. Fido’s mission is to connect people and give them the tools to do what they love. That’s why wherever our customers are looking for help online, we’re there. From public/ private chats on Facebook, Twitter, Instagram, YouTube, Snapchat, on third-party forums or our own Community, we offer a consistent and reliable customer experience.
Last year was a very special year for Fido. Founded in 1996, Fido turned 20 years old (which as we all know is 96 years old in dog years). Needless to say, a celebration was due. And what a celebration we had.
The anniversary campaign was titled “Fido20”, and it turned out to be one of our most successful campaigns.
The celebrations began with the Fido20 Mobile Tour across Canada. Fido representatives travelled from town to town in the Fido Airstream giving out gifts and swag to everyone. It was like Christmas, except with a Fido birthday twist. We blogged about it on the Fido Community, of course. How could we not?
The campaign got really exciting with the Fido20 contests. Fido launched four individual social media contests celebrating our 20th anniversary, including one contest for the Fido Community. Promotion was nation-wide to encourage as many Canadians as possible to join the celebration.
The contest was a huge success. With nearly two thousand participants over a one-month period, it proved to be the largest contest ever hosted on the Fido Community.
Details of the Community contest
The target audience was Fido customers, whether or not they were already Community members. They were invited to wish Fido a happy birthday by posting a comment on the Community blog article announcing the contest. Each comment counted as an entry in the contest, with a limit of one entry per member. Customers who commented on the blog were entered for a chance to win 1 of 10 LG G5 phones.
Objectives
- Raise Community awareness
- Increase Community registrations (members)
- Increase overall Community traffic (page views, visits, unique visitors, CHI, minutes spent online)
- Have fun and celebrate Fido’s 20th anniversary with our members!
Promotion
The Fido20 Community contest was promoted to existing Fido customers 10 times (five English, five French) on Facebook throughout the duration of the contest. Each promotional Facebook post linked to the Community Blog article describing the contest. The contest was also promoted to customers via Social Support representatives.
The Results
We were very pleased to reach (and even surpass) our objectives. Our visits increased by 49%. Our page views increased by 60%, and we registered a 111% increase in member registrations. Our likes increased by a whopping 343% and our CHI score reached an all-time high.
We couldn’t have been happier with the results.
All and all, we had a really great contest. All of our objectives were met, and some were even exceeded.
But it’s not always about numbers. What’s important to us is that our customers had a blast. Their happy birthday wishes brought a lot of warmth to the Community. But don’t take our word for it, read a few for yourselves:
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