LiveXtention for diventONediventONe on Facebook

September 2011

LiveXtentionlive contents for extended brands

Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/

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Communication strategy: just Facebook

Background diventONe is a diary – planner which had taken

a small but significant market share mainly thanks to its contents and design

diventONe targets boys and girls of age 12-17 Major competitors are established brands such as

Comix, Smemoranda and all the licensee diaries Seven, the company that owns the brand, had

never done any communication activity for diventONe, neither considered any cross-selling with its schoolbags’ brands. The brand had to gain its own strenght

Strategy In June 2011, LX was appointed to project and

execute, with a small budget, the 1st diventONe campaign

The new diventONe is dedicated to music and focused on the the concept “how to become a Number One”

It was decided to concentrate all the the efforts on Facebook: the best place to reach the target audience; the best media to make contents go viral

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Creative: become a fan and be a Number One

Creative approach

Facebook page. Created on July 10, 2011. Updated every day with contents, images, Facebook Questions, videos

Active involvement of the fans in producing contents and images, suggesting music videos for the web tv, telling their ideas for the next diventONe

Integration of two Facebook

apps:

1. Google Me, to see how it is to be a number one on Google, together with your favourite musicians

2. diventONe TV, a music web tv that streams synchronized contents from YouTube and allows real time comments on Facebook

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Community management and Facebook Advertising: the results

The great work in community managament (350,000 views of the posts, more than 3,000 likes)*, together with Facebook Advertising (targeted cpc ads and sponsored stories) led to more that 26,000 fans*

The growth happened especially on August, a month when Italians use to be on holiday: the community remained active every day and the page could also benefit from very convenient cpc prices

* As on Sept 2, 2011

Thank you.LiveXtention, a Digital Magics CompanyVia Orobia 3, 20139 MilanoTel. +39 02 52.505.1Fax +39 02 52505.616

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