Case Study - Gumtree, Facebook Sweepstakes

Case Study - Gumtree, Facebook Sweepstakes

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    Gumtree Company Background Founded in London in 2000, Gumtree has Executive Summary grown to cover 60 cities across multiple Client: countries including Canada, Australia, New Zealand, South Africa, Hong Kong, Dubai, France, Poland and more. mycleveragency work closely with them to develop their online presence through social media channels. Objective Gumtree wished to increase online social Objective: awareness of their brand as well as grow engagement levels with existing fans on • Increase brand awareness Facebook and reach friends of fans. All the • Grow engagement with existing while creating a larger community for their fans Facebook fan base. • Reach friends of existing fans • Increase fan base Approach Solution: Build an engaging Sweepstake We developed a Facebook app with a fun app, and use the help of Promoted Posts ‘Guess the Celebrity Ad’ element, and the to increase reach and engagement levels possibility of winning £500. • Fangate – Non-fans on Facebook Key Learnings: prompted to ‘Like’ page before entering, fans directed to 6,000% increase in those Talking competition tab as default About This! • App Authorisation – Pre-populated Promoted posts are a great way to a) entry fields with basic Facebook info increase affinity with existing fans, b) • Entry – Guess which celeb ‘posted’ engage friends of fans a Gumtree ad with multiple choice, For the future, taking advantage of tie- enter email address and name for in platforms such as radio and the re-marketing purposes website itself could really boost the • Thank You/Sharing Page – This competition provided options to share with Viral capabilities of a sharing app can Facebook friends, post to Twitter, make up for a minimal budget and visit Gumtree or visit partner brand enable organic awareness Capital FM • Sharing Incentive – Every 10 entries through shares would provide the sharer with an extra entry, shared Tweet included handles of involved brands for exposure – shared image would appear on user’s Facebook timeline “Mycleveragency did a great job at bringing this competition to life. It was the first time that Capital FM have ever allowed an on-air promotion be mirrored through social media, so credit goes to Rob and the team for managing the whole process beautifully. Smart use of Facebook advertising delivered a huge boost to Gumtree’s fanbase, and helped us to set a new benchmark for an engaging and integrated campaign.” Sam Diamond, Marketing Co-Manager – Gumtree  
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    Results 13% of app visits came through referrals, 62% of users signed up to the Capital FM e-newsletter Usage peaked on the final day of the competition with 8,386 people sdgdbfg Of those who saw the app authentication, the conversion rate for app acceptance was 66% Increased Facebook fans overall from 58,846 to 84,881 (41.8% increase, by 25,035) New ‘Likes’ average pre- Sweepstake was 85 per day, increased to 1,788 per day during Number of people ‘Talking About This’ went up by nearly 6,000% at its peak, continued to grow post- competition Reach peaked at almost 20,000 people pre-Sweepstake, 578,911 during Use of Facebook Ads also helped to promote the competition and increase Likes (£1.26k spent) Promoted posts allowed Gumtree to reach current fans with low affinity, that might not have seen the post otherwise. (Those who hadn’t been interacting with the brand or clicking Like recently, for example.) They also enabled Gumtree to appear in the news feeds of friends of their fans, both desktop and mobile. 10% of all entrants used the Tweet button, while engagement on non- competition posts rose significantly due to reignited affinity. Of Gumtree’s 85,000 fans, 17% entered the competition – because of lack of promotion in more traditional formats such as radio, Capital FM display ads, newsletters or Gumtree itself, word of the competition didn’t reach as many as it could have done. However, viral features built into the app-increased awareness organically, and while the Facebook ad budget was minimal, it let Gumtree effectively reach current fans and the majority of fans’ friends. Next Steps Incentivised competitions are definitely something the Gumtree community enjoy, and the company should look to roll these out regularly for engagement boosts, with the help of other platform tie-ins.