2012 Gold Best use of social media for customer acquisition

Client P&G

How did the campaign make a difference? 15,000 new Supersavvyme Facebook fans were acquired in six weeks by reinventing the to-do list for today's modern, digital mums. Over 84,000 tips were shared in four months, making this app a cost-effective and self-sustaining acquisition vehicle.

What details of the strategy make this a winning entry? Today's modern, multi-tasking mum is under daily pressure to complete all the missions she sets herself. She needs to get stuff done and she's often online, connecting with other mums. Linking these insights meant helping mums get through their to-do list online, together. Supersavvyme is P&G's Facebook community for mums – and Mission Control was the app created for it. Mums can crowdsource tips in real time or search the database for existing solutions. Better still, the app includes tips that tell mums how to get the results they need with P&G products. Soon, mums were helping each other get stuff done in new, fun and rewarding ways and being rewarded with coupons for the products listed on the to-do list – a new, innovative and seamless way to drive fans and product trial.

How did creativity bring the strategy to life? Harnessing social media and their own expertise gave modern mums a 21^st-Century to-do list app that serves them tips and advice on how to get jobs done precisely when they need it; lets them crowdsource ideas and advice from other mums; saves the tips and conversations and makes them searchable, creating a database of solutions for whenever they need help; and rewards them when they get things done. Busy mums go online in short bursts, so Mission Control had this multi-tasking behaviour in mind: always-on instant solutions, easy navigation, valuable rewards. It's designed to drive a cycle of creating and sharing content, product trial and long-term purchase. The more a mum participates, and the deeper their engagement, the more they’re rewarded with Stickers for P&G product coupons.

Results The key measurement was an increase in the number of Facebook fans. Mission Control acquired an extra 15,000 fans in just six weeks, against a target of 10,000. Within four months, there was an increase of 30% with no media support. Word of mouth increased over 700%. Over 84,000 tips were shared in four months. Consequently, over 41,000 coupons were unlocked, with a 63% redemption rate, creating a huge peak in sales. An amazing average dwell time of over 18 minutes compared to average website dwell times of 3.33 seconds.

Team Caitlin Ryan - Executive Creative Director, Debi Bester - Innovation Director, Anja Muller - Copywriter, Nick Shay - Art Director, Nicola Roberts - Creative Partner, Andy Morris - Technical Director, Ryan Mills - Producer, Kate Harding - Senior Account Director, Fiona Hovelt-Brown - Copywriter, Gabriella Petter - Planner, Gareth Vale - Digital User Experience

Other contributor Debi Bester