Ahead of the frantic Christmas shopping season, Patio Batel the newest and most glamorous shopping centre in Curitiba, Brazil used a Facebook campaign to generate buzz around its grand opening. Patio Batel used Facebook to generate donations of books, with one ‘like’ equalling one donation. Using Facebook as the main platform for the campaign, the strategy was to reach as many people as possible with ads and social awareness. People could donate their books on the street and, at the same time, share this act online by inviting their friends to participate. The campaign resulted in attaining the desired results of 5,000 likes in 30% less time. It also resulted in reaching out to 4,468,482 people and generating a donation of more than 10,000 books in 20 days. More than 7,800 books were donated through Facebook.
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Brand: Patio Batel | Agency: Lustig| Format: Facebook Apps, Facebook Platform, Marketplace Ads, Facebook Pages | Country: Brazil
Facebook case study
The Facebook page also included an app that showed people’s friends who also liked the Page, and which allowed fans to invite more friends to take part through direct Facebook messages.
A Christmas container tree was built in front of the mall to collect direct book donations. The campaign also resulted in a positive recall with the brand being talked about in various media, blogs, websites and news sites.