Malaysia - In 2012, Burger King set out to re-establish itself to gain a higher market share locally, through its exploration of the digital sphere and the launching of various promotions through Facebook.
With the aim to strengthen the scale of the Facebook community size to keep up with the pace of the fast-food industry on social platforms, Burger King worked with Trapper Interactive and Jus Ad to launch its "Facebook Community Building Campaign".
In its focus on Facebook, the fans acquisition campaign took place throughout September to December last year with paid ads, content strategy and Facebook promos and vouchers.
It also included a collaboration with Nescafe Ice, to give a different sort of promo to encourage return visits. This promo allowed visitors to buy a Nescafe Ice and receive a free burger.
"We came up with this promo, which fans were not able to get anywere. It also encouraged re-visits and time spent on Burger King's page. The particular coupon was featured on a custom tab within Burger King's Facebook page and fans just needed to print out the coupon and present it at all Burger King's stores," said Ang Shao Ting (third from right), account director of Trapper Interactive.
The campaign received positive outcome with over 400% growth in Burger King's Facebook page community, contributed by both the paid and organic efforts within the campaign period. The initial 80,000 fan-base increased to 440,000 to-date.
The campaign was also awarded "The Favourite Campaign on Social Media" in the recent Malaysia Social Media Week Award 2013 (MSMW), endorsed by Ministry of Information Communication and Culture and supported by Ministry of Tourism Malaysia and MCMC (Malaysian Communications and Multimedia Commission).
"We see the importance in our Facebook community where social content and conversation play a vital role when it comes to conveying brand or product messages out to the audience. The digital platform enables us to connect and engage with them without boundaries and most importantly, our messages get transmitted across quickly," said Keith Loh, Burger King marketing director.
Loh added that both Trapper Interactive and Jus-Ad helped the brand over-achieve 90% out of its initial target.
"To ensure our client gets the maximum optimisation and returns, our team is monitoring the campaign on a daily basis. The positive chemistry between client, Jus Ad and our team resulted in speedy ideation, fast execution and most importantly instant approval," added Ang.
To Steven Pong, managing partner of Jus Ad, the success of the campaign is credited to the close communication between all teams, resulting in the honour of the award.
Pong added that more campaigns are expected by the fast-food brand this year.