While trying to think of what to write for my marketing blog, I got distracted and began to surf Facebook. An ad on my newsfeed came up for Leonardo Jewelers. I remembered last year Leonardo Jewelers held a Facebook contest to find the cutest couple on Facebook. A contestant had to like their page and then post a picture with his/her significant other on their page. The couple whose picture received the most “likes” on Facebook would receive $500 worth of free jewelry. In order for people to like a couple’s photo, they also had to “like” the Leonardo Jewelers fan page. This became a very popular contest. Many of my friends posted photos on the page. Once everyone had photos up, it became a race to see who could get the most “likes”. People began to harass their friends, trying to get them to “like” their photo. I received Facebook messages, tweets, mass texts and phone calls from people that I hardly knew begging me to “like” their photo, so they could win the contest. During the campaign, the number of “likes” on Leonardo Jewelers’ fan page increased from five hundred to over twenty-three thousand! However, whether this campaign was successful is debatable. Yes, Leonardo Jewelers increased exponentially the number of “likes” on its Facebook page, including almost one hundred of my friends who previously had not heard of Leonardo Jewelers. However, when I asked some of them if they had shopped at Leonardo Jewelers after the contest, they all said “no,” and did not even know the store’s location. Although a good idea, the Leonardo Jewelers marketing campaign did not properly focus on its target market. Many teenagers with no intention of purchasing jewelry entered the contest. Next time they should try a Most Extraordinary Engagement photo contest. This will target older couples who are more likely to shop for wedding rings at Leonardo Jewelers.
Here’s the winning photo from the contest!
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