Business Situation
Wanting to increase HVAC sales in their peak summer months, Friedrich needed a strategy to create awareness in their various geographic markets quickly in an effort to increase sales. Given the time constraints, the challenges faced by Friedrich were three-fold:
- No engagement on their social media sites prior to the contest
- Small fan base, making organic promotions unfeasible
- Need to raise awareness and buzz in two different geographic regions (Florida and New York/Tri-State area) simultaneously through the same Facebook page
Solution
esd developed a campaign through social media to grow this community of leads and to generate a quick online buzz around the Friedrich brand. We created a Facebook ad campaign that included both fan ads and promoted post ads to drive more people to the contest. We tracked analytics daily, allowing us to make small tweaks:
- A/B tested the “Share” button copy to increase the number of referrals
- Adjusted copy daily to keep people interested week after week
- Changed the placement of the contest links to see which would create the highest CTR
- Modified PPC Facebook advertisements to increase CTR
- Identified optimal times during the day and week to run advertisements to optimize the limited budget
Increased the number of Facebook fans by 200 percent in four weeks
