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Case Studies
iCafé Facebook Social Media Campaign
iCafé coffee by BonCafé is a ready-to-drink coffee that aims to provide consumers with great-tasting quality coffee that can be consumed anytime, anywhere.
In 2011, BonCafé did a re-packaging to its iCafé coffee and needed to achieve brand awareness.
Facebook, being the largest and most popular social networking site, offers a platform that shares interactive content. Hence, it is the ideal place to generate buzz, increase engagement and boost fan count for the newly revamped iCafé coffee.
BonCafé has an existing iCafé Facebook fan page, with a total of 82 fans. In order to generate awareness on the new packaging, we needed to grow the fan base.
With this in mind, BonCafé engaged OOm to run a 1-month social media campaign on Facebook.
Campaign Objectives
1. Generate awareness for the new iCafé coffee packaging
2. Increase fan base from 82 to 1000 in 1 month
3. Spark engagements and achieve word-of-mouth communication The Strategy
Developing the Hook:
We worked closely with BonCafé to develop the hook: A contest with attractive prizes to get people to visit the page. We launched a 1-month photo contest where participants were required to submit a photo of them with the product and post it on iCafé fan page wall. The entry with the most ‘Likes’ would be rewarded with an iPad 2. A total of 3 iPads would be given out, with Cathay movie vouchers and iPhone 4 casings as consolation prizes.
In addition, we developed a customized Welcome Page and set it as a Fan Gate. A Fan Gate displays one type of content to Fans of the page, and a different type of content to non-Fans.
The creative above was shown to the Non-Fans when they landed on the fan page. Once they have become fans of the page, they were shown the content of the contest.
Generating the Awareness:  
We ran Social Ads on Facebook to drive word-of-mouth communication. Ad copies were written in a way to generate curiosity, with enticing call-to-action statements to get people to visit the fan page.
On top of that, we also launched Sponsored Stories.
Sponsored Stories are stories that are eligible to appear in the News Feed, which are shown on the right-hand column of pages on Facebook. When someone liked the iCafé page, stories about their activity are generated in the News Feed, hence exposing iCafé to his or her network of friends and eventually a large network of people. This enabled us to leverage on the fans’ network and reach out to more people.
Engagements and Conversations: 
During the contest, participants uploaded their photos onto iCafé fan page wall and got their friends to like their photos. This generated interactivity within the page and free word-of-mouth for the brand.
In addition, administrators of the page proactively answered questions by the fans and posted information on the wall to encourage more participants.
ResultsAfter a brief 1 month, we managed to acquire a total of 7,214 fans (target is 1,000), with 2,617 talking about iCafé on Facebook.
Eu Yan Sang was founded in 1879 and is a global healthcare company with a
strong foundation in Traditional Chinese Medicine. Today, it has more than 160
retail stores in Hong Kong, Macau, China, Malaysia and Singapore.
With more people embracing digital, Eu Yan Sang started their first eStore
(e-commerce) on November 2010 to allow their customers to browse and purchase their
products at any time of the day, from anywhere in the world and have their
orders conveniently delivered to their door steps.
With the eStore, Eu Yan Sang wanted to promote it with search marketing and
they decided to invite digital agencies to pitch for the account. After a few
rounds of pitching, OOm was tasked to provide SEO and SEM services to promote
the eStore.
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