Blog
We love all things social here at One Green Bean and towards the end of last year we had our sights set on the phenomenon of ‘social buying’. Our friends at Toyota were interested as well and we were tasked with developing a social buying initiative that combined the selling of a car with social media.
We really liked the idea of “Likes” and shares having an actual $ value beyond the normal WOM currency. Uniqlo “Lucky Counter” had used this to great effect as an ongoing platform using Twitter and Generous Skoda had used it as an effective recruitment tool for their Facebook Page.
For Like My Ride, we decided on a third way. Our objective wasn’t to recruit numbers for the Toyota Australia Facebook page, but to raise awareness about the launch of Toyota’s new FJ Cruiser. We decided to go for the third party “Like”, where the user “Liked” the FJ Cruiser rather than a Facebook Page. This action pushed out a story out to newsfeeds rather than just a “X likes Toyota Australia”.
This approach also helped keep the experience clean and contained on one content-rich page. To add even more value to the experience, we also included a feature where each “Like” helped unlock additional extras that would be thrown in with the final purchase. And to ensure a seamless user experience without any pauses, we let anyone get the price down AND enter the draw for the chance to win the car at the reduced social price.
This approach rewarded us with instant success. We quickly reached 3,000 “Likes” organically (that is – no ad spend whatsoever). Our maximum target of 4,000 ”Likes” was reached before the end of the campaign, with half of those then going on to enter the competition (providing Toyota dealers with a whole bunch of hot leads). The pre-populated Tweet option also helped the message spread on Twitter, with buzz around the campaign remaining persistent throughout the campaign (and even going global).
Most importantly – we sold the vehicle, with the lucky winner jumping at the chance to purchase the FJ Cruiser. And the type of extras he asked to be thrown in with the deal indicated that this FJ is going to be spending a lot of time out where it belongs…on the trail.
Check out the “Like” My Ride website.
We really liked the idea of “Likes” and shares having an actual $ value beyond the normal WOM currency. Uniqlo “Lucky Counter” had used this to great effect as an ongoing platform using Twitter and Generous Skoda had used it as an effective recruitment tool for their Facebook Page.
For Like My Ride, we decided on a third way. Our objective wasn’t to recruit numbers for the Toyota Australia Facebook page, but to raise awareness about the launch of Toyota’s new FJ Cruiser. We decided to go for the third party “Like”, where the user “Liked” the FJ Cruiser rather than a Facebook Page. This action pushed out a story out to newsfeeds rather than just a “X likes Toyota Australia”.
This approach also helped keep the experience clean and contained on one content-rich page. To add even more value to the experience, we also included a feature where each “Like” helped unlock additional extras that would be thrown in with the final purchase. And to ensure a seamless user experience without any pauses, we let anyone get the price down AND enter the draw for the chance to win the car at the reduced social price.
This approach rewarded us with instant success. We quickly reached 3,000 “Likes” organically (that is – no ad spend whatsoever). Our maximum target of 4,000 ”Likes” was reached before the end of the campaign, with half of those then going on to enter the competition (providing Toyota dealers with a whole bunch of hot leads). The pre-populated Tweet option also helped the message spread on Twitter, with buzz around the campaign remaining persistent throughout the campaign (and even going global).
Most importantly – we sold the vehicle, with the lucky winner jumping at the chance to purchase the FJ Cruiser. And the type of extras he asked to be thrown in with the deal indicated that this FJ is going to be spending a lot of time out where it belongs…on the trail.
Check out the “Like” My Ride website.