Malaysian Media Awards Winners Showcase

2011 | |

When Social Met Search

Advertiser: Biotherm Homme
Brand: Biotherm Homme
Creative Agency: -
Credits: Kerri Lim/Justin Murugaya (General Manager, iprospect)

Paid Search was challenged to drive Facebook Fan recruitment for Biotherm Homme, in effort to promote their new product range. As content plays a massive role of cost-efficiency in any Search campaign, Search needed to work hand-in- and with Social content to attract and retain its male target audience. But how?

By marrying the art and science of Search! The core idea was conceived by understanding how active content like on facebook pages could help enhance our keyword buy, and how comments and conversations on facebook could aid the Search campaign in terms of relevance and pull.

We studied the conversations in Biotherm Homme’s Facebook page and from other forums visited by the target audience to generate a keyword list and used it on Google AdWords. Supporting this, we periodically steered conversations in Facebook to suit our Search campaign, in order to increase relevancy and to spark interest. This involved including keywords and conversations about the brand as well as the target audience’s topic of interests.

Within just 2 weeks: • Almost 5 million ad impressions at top positions. • Generated more visits than direct traffic and referring sites combined! • Healthy 57% share of voice on Google • 35% more Facebook Fans The campaign was recognized for its brilliance at the Global Econsultancy Innovation Awards.