The document summarizes a case study of a marketing campaign called "Get Your Yardley" to generate buzz and fan love for Yardley soap. The campaign used Facebook ads and sampling to acquire over 6000 new fans through word-of-mouth in just 3 days, at a cost of less than Rs. 2 per fan. It achieved great advertising results with a cost per connection of Rs. 0.038 and cost per new fan of Rs. 1.43. The number of fans and interactions on the Yardley Facebook page increased substantially after the campaign.

1. Objectives
Case Study – ‘Get Your Yardley’

2. Generate buzz for launch of new product –
Yardley soap
Generate fan love for the brand and its
Objectives products
Build Reach amongst its TG

3. How did we go about it?
Before Like After Like
Announcing the initiative on Facebook

4. Building Buzz / Engagement
Due to overwhelming response, activity
had to be closed three days earlier

5. Fans showed us their love!

6. A Runaway Success!
6000 fans acquired About 4500 fans
acquired through
through word-of-
ads
mouth!
Cost paid per fan <
Rs. 2

7. People Talking About ‘Get Your Yardley’!
Over 9300
people Talking
about the
Page!
Due to the sampling activity over 28% of the total fan-base
interacting, compared to the industry average of 1-2% lending virality to
the brand!

8. Steep rise in the number of Fans
Rise in Fans
33200
Nov-11
No. of Fans
22796
Oct-11
0 5000 10000 15000 20000 25000 30000 35000
Nearly 50% Increase in the number of Fans

9. Great advertising results achieved
Total No. of Clicks 3842
Total No. of Connections 4303
Cost per connection 0.038
Total Ad spend INR 5571
Cost per Fan INR 1.43
Targeting for the ads was aptly done as the interactions on the page
also saw a rise post the campaign

10. Thanks