4SPOTS Interactive Agency

About The Project:

Nissan  approached 4SPOTS to expand their customer base and strengthen their brand using the Nissan.Bahrain Facebook page. 4SPOTS were requested to initiate fresh and innovative campaigns that would not only strengthen the number of fans on the page, but would increase overall brand awareness for Nissan Bahrain.

About The Client:

Y.K. Almoayyed & Sons, is a diversified group operating in the field of Automobiles, Electronics, Home Appliances, Photography, Air Conditioning, Building Materials, Furniture, Construction Equipment, Tools and Hardware, Fire & Safety, Industrial Machinery and Heavy Vehicles besides Real Estate. Nissan Bahrain is just one of their many automotive groups that has become highly successful for the YKA group.

The strategy:

July

In the upcoming weeks before Ramadan, a study was done wherein it was found that customers research the market in order to find the best deals in the Country. We decided to take advantage of this by creating an app on the page that allowed fans to sign up with their details, in order to receive exclusive deals for various models during the Holy Month.  People who signed up were also entered into a raffle draw that took place in Eid, with the winner receiving an iPad 2. By ensuring that the users entered personal details such an email addresses, it provided us with the ability to send out the exclusive deals via emails with specific offers to their requirements. The emails were linked to analytics and tracked for results. This data was also fed into their CRM so they could isolate customers who came through Facebook. They received over 800 enquiries through this.

August

During Ramadan, the strategy was to increase conversations and so we came up with an app and a campaign that encouraged conversations through the #NissanRamadan tag. The goal was for them to post their experiences with Nissan using the hashtag and the top 3 users with the most posts of the best quality won iPod Nanos. With over 200 fans commenting on a minute to minute basis, this reflected off their walls. And by selecting  a weekly winner for each ipod we encouraged the number of fans to jump to over 7500 from 211 when we took over the page.

September

The launch of Nissan's new car, the Juke, became a huge talking point around the country and we took advantage of this by advertising online and creating an innovative campaign centered on it. The Juke car was launched at Bahrain City Centre and at the Nissan Showroom and during the month users could go look at the car whilst having their photo taken in the driving seat. 4SPOTS created an app on facebook that displayed all these photos for users to like, with the winner having the most likes21 for his/her photo at the end of September.  The idea here was to create a viral campaign. The users who got their photos taken were then encouraged to let their friends know and like their photo within the app. The moment this was done, a story was posted on the friends encouraging his friends to like the photo. This allowed Nissan Bahrain to access the 3^rd and 4^th level networks of fans.

We could not have guessed how extremely successful this campaign was. Thousands of people from all over the world liked the page in order to vote for their friends. In the end, the winner had over 5,050 likes for his one photo and he walked away with an iPad 2 and the Juke for a weekend.

All these campaigns combined over the 3 months have boosted not only Nissan's brand, but have given the company the chance to interact with customers, discuss specific models and their features as well as provide better customer service for people who had not been won over in the past. Having such a large presence on Facebook will undoubtedly give Nissan an edge over other automotive competitors in the region, ensuring users always think of Nissan first.

Oh and we almost forgot to point out user growth on the page.... At the beginning of July Nissan's fan base was just 211 fans.. By October the fan base was over 13,200!!!

 

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