PROOFREADING FACEBOOK

Credits & Description:

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: FRIEDRICHS & FRIENDS.
Product/Service: PROOFREADING AGENCY
Agency: JUNG von MATT
Date of First Appearance: Mar 23 2010 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Entry URL: http://www.facebook.com/#!/profile.php?id=100000899294207&ref=ts
Executive Creative Director: Mathias Stiller/ Wolfgang Schneider (Jung von Matt)
Creative Director: Jan Harbeck/ David Mously (Jung von Matt)
Art Director: Oskar Strauss (Jung von Matt)
Copywriter: Alescha Lechner (Jung von Matt)
Account Supervisor: Alexandra Coenen (Jung von Matt)
Media placement: Social Media - Social Media Channel (Facebook) - 23 March 2010

Describe the brief/objective of the direct campaign.
The target audience are advertising people, especially decision makers. Our task was to strengthen and to increase the popularity of the proofreading agency Friedrichs & Friends.

Explain why the creative execution was relevant to the product or service.
On facebook, we showed decision makers the skills of Friedrichs & Friends in a very surprising way: We read their posts, corrected them and left a note. So we were able to compose our target group on our own. This was the first time the posting activity on facebook was used for advertising. And it was the perfect way to promote a proofreading agency to advertising people – because facebook is the place where this target audience spends a lot of time, writes a lot and of course, eventually makes mistakes.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We advertise in a place where most advertising people can be found and where they write a lot and of course, eventually make mistakes: on facebook.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We got a lot of feedback from our facebook friends and their 78,000 friends: direct responses to our corrections, numerous emails and even some new contracts. And, most importantly, a large part of the German advertising community and even some international decision makers discovered the expertise of Friedrichs & Friends. For a budget of exactly zero euros.