Social Media Case StudyRenommé Strategy

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• Renommé is responsible

for communication and community management on a number of Facebook and Twitter accounts

• Easiest to promote? Pages representing products within hospitality, cooking, fashion etc. “Sexy” products.

• This case is about how we created buzz around a product that was unlikely to be popular in social media.

• Client: • ORAS Norway• Product: Faucets

How do you create buzz around an “unsexy” product?

Setting up the Facebook page

ORAS wanted to communicate:

• Environmental issues – emphasise how much water and energy you save with their faucets

• Raising awareness around the use of touch free faucets at home.

What we did:

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We set up a page containing useful information for Oras’ customers:

• Interactive water calculator

• Water and money saving tips

• Interior design tips

We wanted the number of likes to grow, but not at any cost.

We wanted likes that were relevant to Oras.

Therefore we launched a sweepstake/competition where we gave away a touch free faucet every week.

Everyone participating is a potential client as they’ve considered touch free faucets at home.

All names, e-mail addresses and addresses are saved for promotion.

The sweepstake was promoted on:

• Facebook • Web banners

• We had a fan gate function, which means potential fans had to like the page in order to compete.

• Within a short time, we had gained almost 3.000 followers (in a Norwegian context that is quite a lot)

• All of them keen on installing a touch free faucet at home!

Ok, so we got the fans. Now what?

• Train the responsible for social media at ORAS on how to reply and behave on behalf of the company on Facebook

• Have a dialogue with the fans. Don’t use standard answers – be personal and have a sense of humour!

• Interact - never advertise

• Call to action! Get the ORAS-fans involved

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We’ve got the likes and we’ve got the interaction. Time for the next step.

We are currently in the process of creating a blog for Oras.

A blog is useful because:• SEO and owning your content • Social networks, micro blogging and blogging complement each

other• You call the shots in your blog, you edit yourself, and control all

comments

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• The blog will be the hub for a Oras «testing centre»

• We choose five families/single/couples to test every product

• We install a faucet for free in their home, in exchange of their 100 per cent honest opinions on Oras’ products

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• We promoted the concept on Facebook and made a tab where our fans could enter the draw.

• Within one week, more than 500 people wanted to test the product for us.

• In total 700 people have participated. We will draw the first five families/singles/ couples next week.

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• The blog will be shared through Oras’ Facebook page and home page

• We’ve facilitated sharing in social media on the blog

• We will encourage the testers, their friends and families to share the blog posts on Facebook/Twitter/G+ etc.

So all summed up...

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Oras started with no precence on social media. In a matter of months, Oras now has:

• 3.877 fans with high level of relevance to Oras

• A great dialogue with their customers

• Raised awarness of touch free faucets at home

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• More fans joining every day

• An e-mailing list containing over 3500 names, where the customers have agreed for Oras to send promotion

• Created a personality and put a local face on a large faceless Finnish company.

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And Oras Norway now has the most followers...

...and the most activity on their Facebook page compared to all the other Nordic countries – combined.

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Thank youQuestions?

Want to know more?

Get in touch with Hanne or Lise Marie!

hanne@renomme.nolisemarie@renomme.no

@hannefjellheim@lmmorkved

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