BACKGROUND
ICA Folkes Livs is a local gorcey store in Uppsala. The formal target audience for the store are university students. A target audience with a history of negative attitude towards the brand.
OBJECTIVE
Improved brand attitude and awareness about the best opening hours in Uppsala.
GOAL
Create a relationship with the audience through the social web to achieve the objective.
COMMUNICATIVE SOLUTION
Populate developed a Facebook app. - “FOLKES COUNTDOWN”. The campaign ran between 1-24 December 2009. Everyday there was a countdown until 23.31 (Folkes Livs closing time). At 23.31 the timer turned into a big button on the screen and the first user to click on the button won a gift that could be collected the day after in the store.
Different gifts could be won every day with gifts such as “The day after package” – painkillers, vitamins and sparkling water or “Friday comfort” – chips, beverages, candles and condoms. At the December 24th (christmas eve and the last day of the campaign) there was a grand prize: a brand new bicycle. To compete for the bike you had to spread the app to three friends on Facebook.
RESULTS
Approximately 1,000 students used the application and ICA Folkes Livs increased it’s sales by 17% in December 2009 compared to 2008 making it the largest single increase the store had ever had.
The campaign received good media penetration and with publications in several magazines and newspapers such as Relation, Upsala Nya Tidning, Uppsala Tidningen and Bulletin. The value of the PR was estimated to at least 300 000 SEK.