Brands on Facebook have always tried to increase their engagement levels so as to keep the audience of the page glued. Sports has, for ages, kept people glued to the television screen. From a late night football match to an early morning cricket contest, sports keeps people coming back for more.
Considering that the months of June, July and August are heavy on sports, Future Generali Life Insurance brought about a change in its communication plan on social media to leverage this opportunity.
With predominantly male audience on page that was hooked to French Open, Euro 2012, Wimbledon and now waiting for Olympics, Future Generali went sporty. Updates on FG’s Facebook page were crafted around major sports events and matches that were being played.
The brand also launched a contest around sports called the ‘Friday Famous Faces’ that required the fans to identify a popular sporting personality. 3 winners each week stood a chance to win backpacks and other goodies. The brand garnered 90 fans in a span of just 3 days via the contest. Not bad, wouldn’t you say?
The communication plan also incorporated:
· Live tweeting during matches (@Future_Generali)
· Events stats on Facebook page
· Trivia about the events
To drive home the message, the ‘Worry Not Wednesday’ updates served as a unique property where quick trivia and links were shared with the fans.
Avinash Janjire, Deputy General Manager – Brand & Corporate Communication at Future Generali India Life Insurance Company, adds “We wanted to break the clutter by creating share-worthy engagement around sports like Tennis, Football and Formula 1 which are gaining wide acceptance in a cricket crazy nation. The response we got was amazing. It only shows that if you give people interesting content it will have the viral affect, which is the biggest advantage of social media from a brand’s point of view.”
The result so far has been gratifying to say the least. Interaction on the page has jumped by 49% during the campaign. This is shear indication that people have liked the communication put out by the brand.
Also organic fan growth through these campaigns has been observed. 102 fans were added on the Facebook page. We believe that a brand has to be smart and willing to engage with its audience on topics that the audience wants to engage in. Future Generali showed a willingness to give people what it wanted. And thus, they are reaping the benefit of the same.
Having said that, we would love to hear what you think about the above mentioned campaigns. How important do you think is engaging on current and relevant topics in order to increase interactions? Do share your views about the same.
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Tags: Euro 2012, Facebook, Football, French Open, Future Generali, Insurance, Social Media, Sports, Tennis