The main objective was to increase the market share by reinforcing the loyalty of its consumer base. The second objective was to improve brand image in its key attributes.
Changing its tactics from a previous strategy based on fan-generated content, we focused its new summer 2014 campaign “The Pool” on branded video storytelling. A web series of 6 episodes played out on Facebook, along with bonus content to entertain and engage fans and consumers of the brand.
Both sales and brand metrics showed impressive growth. Maxibon’s summer 2014 “The Pool” campaign tripled engagement rates and helped it achieve its best-ever Facebook Page score, while market share and sales both increased within a decreasing market.