CASE STUDY / PowerBar
PowerBar gets a 500%
increase in "likes"- earns social street cred
PowerBar® is well known for engaging with the athletes who use its sports nutrition products. The brand sponsors major competitions, gives away PowerBar® merchandise at events, and features premier athletes as PowerBar® Team Elite™ members. PowerBar’s Web site features
valuable sports nutrition information that athletes can use to improve their performance.
While team and community are important parts of PowerBar’s marketing strategy, its profile on social media sites such as Facebook was less robust. This was a missed opportunity to engage more fully with potential customers and to grow awareness of PowerBar® products.
OIC designed a Facebook sweepstakes featuring poPowerBar Facebook page, fans were eligible to win NBA gear such as a basketball signed by Blake. OIC’s strategy was to promote the contest through multiple channels to amp up the results, so the contest was featured on Blake’s own Facebook page, Twitter, PowerBar.com, and in targeted Facebook ads.
In just six weeks, PowerBar’s Facebook fans increased by 500%*. Now, following the sweepstakes, PowerBar® ranks second among sports nutrition brands in Facebook “likes,” trailing only Gatorade. And as a result of this campaign, PowerBar gained three times more fans than its closest direct competitor*.
The results are valuable in two ways. From a sales perspective, fans spend, on average, $72 more than non-fans, and are 28% more likely to exhibit brand loyalty (GigaOM, 2010). But the value grows exponentially when you consider that active fans will recommend you to as many as ten people. The Blake Griffin sweepstakes increased PowerBar’s fans from 36,394 to 191,172. That’s a substantial new audience for PowerBar® to reach out to, and a substantial number of new fans telling their online and personal friends about PowerBar.
*Within 6 weeks of the campaign launch PowerBar had 83,000 Facebook “Likes” compared to Clif Bar’s 21,750 Facebook “Likes.”