Campaign type
Social Media Strategy, Facebook Page Management
Countries targeted
UK, IT and DK
Challenge
As one of the leading online shopping comparison sites Kelkoo wanted to clearly differentiate themselves from their competitors, by further bolstering their online presence through the use of social media.
agency:2 were selected to help Kelkoo successfully and seamlessly integrate social media into their overall marketing strategy throughout their key territories. Once agency:2 had formulated this strategy we created and managed their social media presence engaging brand advocates and building upon the brand’s reputation of delivering the best prices on a wide array of products, including tech, home and travel.
The campaign needed to:
- Deliver a high volume of relevant traffic to their regional sites
- Establish Kelkoo as the trusted first stop for online shoppers
- Highlight Kelkoo’s range of tech products and depth of knowledge within this field
- Differentiate the brand from its competitors
Our social media strategy
We worked with Kelkoo to understand exactly what they wanted to achieve from their social media presence and undertook a comprehensive strategic review in order to ensure we maximised the success of the brand’s social media presence.
Our review of Kelkoo’s competitors highlighted the trend in the market place for running generalist brand specific Facebook Pages. The strategy we created allowed us to creatively and strategically differentiate Kelkoo from its competitors. Our approach was innovative and powerful and we focussed our strategy around consumers who have a passion for technology and gadgets, utilising Facebook to engage with the Kelkoo audience.
‘Kelkoo Knows Tech’ was rolled out initially across their key territories within Europe: UK, Italy and Denmark. This strategy has allowed us to target and engage with specific audience sets in key these markets, to provide unique and bespoke content and to drive high quality leads through to the local market Kelkoo sites.
Kelkoo Knows Tech Pages
To ensure the Kelkoo Knows Tech Pages are kept fresh with new content and fans are given a reason to keep visiting the Pages, we devised dynamic and compelling content plans for each territory, posting a range of multimedia and interactive content, including videos and polls, which really tap into the audience’s interests.
This means Fans get the latest tech news delivered in an entertaining and informative way with daily content features, such as Movie Monday and Whimsical Wednesday, driving high levels of audience engagement. This compelling daily tech content has helped to position Kelkoo as a trusted tech expert and provided a two-way communication flow between Kelkoo and their brand advocates.
We have also devised and run a range of enormously popular competitions such as the Professional Photography competition which asked users to convince Kelkoo in 140 characters or less why they deserved the amazing prize of an SLR camera and a place on a photography course.
Our strategy continues to be highly successful in boosting fans, growing a highly engaged community and encouraging brand advocacy.
Results
The results have been phenomenal. agency:2 has more than tripled the Q2 Facebook targets in both the UK and Italy. We have created a highly engaged community with a huge number of monthly active users who are overwhelmingly positive and responsive. The result has been a huge uplift in brand awareness and the ‘Kelkoo Knows Tech’ Pages have been directly attributable to a significant increase in traffic to the country specific Kelkoo sites.
ROI
Across the territories we have achieved:
- At the end of Q2 Kelkoo Knows Tech has reached over 15,000 Facebook Fans – vastly exceeding targets
- In this same time period we have gained more than 1.2 million post views
- There have been 30,000 average monthly users
- 1 out of every 8 Kelkoo Knows Tech Fans in the UK entered our Professional Photography Competition
To find out more about how we maximized ROI for Kelkoo, please get in touch.
