Situation:
Design a Fab Den is a long-running initiative for Fab ice lollies, offering families the chance to win a home ‘den’
Problem:
Energise a campaign in its third year and encourage deeper engagement with the brand and greater understanding of the campaign
Solution:
Make the idea community-focused and encourage the public to band together to use viral marketing to spread the idea
Innovative communications:
Branded Facebook page production and engaging content and shareable voting systems for communities to use and pass on within their own social networks
Business growth?:
30% increase in awareness, 23% increase in key message delivery and an active Facebook community, sharing content
Posted by James on July 28th, 2011
