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Case Study BMW Portland

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BMW Portland Social Media Case Study
BMW Portland

Overview

BMW Portland features an extensive selection of new BMW models and high-quality and certified pre-owned BMWs. BMW Portland is also a source for BMW trained service technicians, original BMW parts, and approved BMW accessories.  In April 2013, BMW Portland launched the first BMW Portland Art Initiative & Design Contest. The winning design would then be applied to a 2013 BMW 605i Coupe, unveiled leading the 2013 Grand Floral Parade in Portland, OR. The artist would receive a $2,500 cash price along with a $2,500 scholarship or donation to a nonprofit of the winner’s choice. An ongoing social media campaign was developed to encourage entries for the contest.

Challenge
Anvil’s campaign for the BMW Portland Art Initiative & Design Contest required optimized use of budget, yet expanded utilization of creative content across social media channels, including platforms previously untapped.

Strategy
A campaign specific to the BMW Portland Art Initiative & Design Contest was developed with an emphasis on targeting would-be contestants wherever possible.

  • Development of content calendar to outline creative content throughout the campaign.
  • Creation of accounts on visual-heavy social media sites such as Pinterest, Behance, and Dribbble.
  • Ongoing engagement related specifically to the campaign on popular platforms such as Facebook and Twitter.
    • This included use of a custom application on Facebook directing users to enter the contest.
    • Ongoing engagement to emphasize the visual. Content utilized included display of historic BMW Art Cars to inspire potential entries.
    • Ongoing engagement featured highlights of the judges in the contest.
    • Use of StumbleUpon advertising, a platform which caters well to pages with strong visual content such as the contest entrance page.
    • Strategic use of promoted posts on the Facebook platform.
    • Launch of highly focused Facebook pay-per-click campaign.

Results
Engagement increased across all platforms, with posts exposed to thousands of users. BMW Portland received numerous retweets, Facebook post comments, re-pins, and more.

The numbers below examine data between April 8 (the beginning of the campaign) through June 8 (the day of the Grand Floral Parade) as compared to the previous period of February 5 through April 7.

  • 4,089% increase in visits to the BMW Portland website via total social referral
    • 1,670% increase in visits to the BMW Portland website via Facebook
    • 417% increase across additional referrals from social platforms such as Reddit, StumbleUpon, Twitter, Google+, and Pinterest
    • 4591% increase in total Facebook page reach
    • 91% increase in new BMW Portland Facebook page likes
    • 420% increase in “People Talking About This” on Facebook (the number of people sharing stories about the BMW Portland Facebook page)
    • 542% increase in the total number of stories created about the BMW Portland Facebook page
    • 338% increase in total engaged BMW Portland Facebook page users

In the words of BMW Portland:

“We were absolutely overwhelmed with the quantity and quality of the entries.  With so many great designs to choose from the judges had a difficult task selecting the top three winners … We look forward to sharing the winning designs and many other entries on the BMW Portland website and our Facebook page.”

 

*This campaign was run by Formic Media, which has since merged with Anvil Media.

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