During the campaign period of 2 months, our fans started addressing their communication to the TODOs as if they were real. From only the first week, engagement increased drastically. The engagement rate rose from 5% to 8%, which rippled after the campaign ended to 13%. The organic reach per post went from 6,500 to 20,000. As for the fan acquisition on the TODO page during the campaign, we increased by over 150,000 fans in just two months, with some media support. The overall brand awareness increased, as over 12% of the fan acquisitions were organic.
Our challenge was to engage an unpopular brand character with a diverse target that just wasn't interested and to create engaging content for the Facebook fan page.
What did we do?
We transformed TODO into a real life character with a charismatic personality, and had him riot on the fan page, forced our Admin to resign and he took over!
Execution was made using 3D Animations.
All the posts were in first person as if TODO is sharing his own story, creating the illusion that TODO is just a Social Media user like our fans.
Transforming a fictional drawing into a real life character with a charismatic personality, and have him riot, force our admin to resign, and take over our Facebook fan page!