Facebook Campaign
benenden health
Benenden Health wanted to engage with its Facebook audience in the run-up to Christmas.
Benenden Health wanted to engage with its Facebook audience in the run-up to Christmas.
With an advent calendar already planned for December, the fabl was tasked to make it stand out from the crowd and increase its community and activity on Facebook.
Our analysis of benenden’s current members and Facebook followers showed that the target audience were predominantly women over 40. To appeal to this group, our content strategy was to create a story featuring a group of woodland creatures trying to get to Santa’s Christmas party. We chose these partly to appeal to this specific audience, and because cute animals have the highest click rate on Facebook. Each day had a new prize for users to win – but unlike other calendars, we made benenden’s story user generated. This meant that as well as likes and competition entries, we had genuine engagement from the audience.
Over the 25 days the competition ran, benenden’s Facebook page likes rose by 174%, from 3,295 to 9,044. The week the calendar was launched was the busiest of the year in trems of benenden’s engagement with users. The campaign received over 1600 comments over the 25 days.