Hello, I’m
Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital
Friday and I am going to share with you something I read about in the Wall
Street Journal; a recent marketing collaboration between Facebook and Walmart
using social media.
We are all wondering
about the power of social media to drive advertising and sales. Facebook and Walmart joined forces following
Thanksgiving and Black Friday to develop a mobile app advertising campaign. They pushed out 50 million ads to tens of
millions of people promoting toys, televisions and other products from Walmart via
Facebook’s mobile news feed.
Let’s take a
look at a few of the specifics of this ad campaign. Walmart purchased 2 billion ads for the
holiday season which blocked other advertisers from being in the same
space. Facebook worked with them to
customize the advertising program. Walmart
also had the flexibility to change the ads on the fly based on interaction and
responses from the social media customers.
Critics
might say the results were mixed but it looks like Facebook and Walmart are
very pleased with the outcome. Walmart generated
1 million comments, mentions and interactions because of the campaign. They picked up 164,000 new Likes on their
Facebook page. They were also struggling
to sell a pair of speakers across their stores at an $88 price point. This item was promoted through the social
media campaign and subsequently sold out nationwide.
According to
Walmart and Facebook, they are definitely going to launch another campaign
similar to this next year. Without a
doubt, 2013 is going to be another interesting year for analyzing the results
of social media campaigns.
That
concludes Digital Friday. Do your best to join us next week. If you need any branding or marketing
support, please contact us to discuss an online or onsite service engagement.
You can always find that information at the end of this video. I'm Jim Glover, That Branding Guy, for Once
a Day Marketing™ and we will see you next time.
© 2012 Once
a Day Marketing™. All rights reserved.
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