Jurple. Social Media Marketing Done Right

Campaign Strategy: The strategic focus was on providing potentially-viral content at several key points in time each day onto a branded Facebook page. Frequency and richness of posts were timed over the course of the campaign to build buzz. Jurple integrated the page with YouTube and a proprietary audio server to provide an embedded multimedia experience within Facebook, playable and sharable from each user's wall. This included production of original audio content by Jurple. To heighten engagement, polling was added to allow fans to interact with the brand. Jurple focused on making the experience conversational, responding to user comments and adjusting type and frequency of messaging based on user behavior.

The goals of the campaign required no budget allocated to media buying, cutting out major costs associated with traditional campaigns. For promotion, Jurple leveraged freely available assets such as active discussion boards and relevant blogs and frequently sparked discussion by conversing with fans through the Facebook wall, Twitter, and discussion forums. In addition, Jurple leveraged nuances of Facebook's search function to maximize exposure to people interested in related topics. User-generated content was also encouraged and highlighted, encouraging heightened interaction and giving the brand a "human touch" for loyalists.

To measure results, Jurple utilized freely-available tracking tags, combined with data provided by Facebook, YouTube, and our proprietary servers.

Results: Over the course of the two months leading up to the holiday event, 202,980 completely new fans were generated by the brand.

For every individual Facebook wall post, 6% of fans interacted in some way. When the wall post was a multimedia experience, integrating video and audio, this interaction rate grew to over 10%. Additionally, the brand gained valuable insight into customer concerns, including complaints and commendation.

	Client: Large national brand in the Food and Beverage sector Goals: Drive brand interest on Facebook in the 2 months leading up to a major holiday, while using a purely viral campaign, unaided by traditional media buying. Drive fan growth, garner customer feedback about product, and present the brand as human and conversational.
	Campaign Strategy: The strategic focus was on providing potentially-viral content at several key points in time each day onto a branded Facebook page. Frequency and richness of posts were timed over the course of the campaign to build buzz. Jurple integrated the page with YouTube and a proprietary audio server to provide an embedded multimedia experience within Facebook, playable and sharable from each user's wall. This included production of original audio content by Jurple. To heighten engagement, polling was added to allow fans to interact with the brand. Jurple focused on making the experience conversational, responding to user comments and adjusting type and frequency of messaging based on user behavior. The goals of the campaign required no budget allocated to media buying, cutting out major costs associated with traditional campaigns. For promotion, Jurple leveraged freely available assets such as active discussion boards and relevant blogs and frequently sparked discussion by conversing with fans through the Facebook wall, Twitter, and discussion forums. In addition, Jurple leveraged nuances of Facebook's search function to maximize exposure to people interested in related topics. User-generated content was also encouraged and highlighted, encouraging heightened interaction and giving the brand a "human touch" for loyalists. To measure results, Jurple utilized freely-available tracking tags, combined with data provided by Facebook, YouTube, and our proprietary servers. Results: Over the course of the two months leading up to the holiday event, 202,980 completely new fans were generated by the brand. For every individual Facebook wall post, 6% of fans interacted in some way. When the wall post was a multimedia experience, integrating video and audio, this interaction rate grew to over 10%. Additionally, the brand gained valuable insight into customer concerns, including complaints and commendation.