Prospecting: Ice.com Credits Facebook Credits for New Facebook Fans, Customers
Jewelry e-tailer Ice.com generated more than 25,000 new fans and many new customers at a record-low cost of acquisition thanks to a Facebook Credits campaign orchestrated by Ifeelgoods, a provider of a digital goods incentive system.
The Mother's Day campaign, which ran this past spring, began with Facebook ads targeted to unique prospect segments based on interest and demographic targeting. The ads promoted an exclusive fan offer of $10 off a purchase of Mother's Day jewelry plus 100 Facebook Credits as a gift with purchase. Facebook Credits can be used to play games on Facebook, such as Bejeweled Blitz, FarmVille, Family Feud and many more. When consumers clicked on the ad they arrived on a fan tab on Ice.com's Facebook page where the offer was promoted. Users learned that once they "Liked" Ice.com on Facebook they could receive the offer.
Once they did that, they were led to the offer coupon, which was applied to their shopping session. Upon order confirmation, users received an Ifeelgoods call to action to "receive your FREE Facebook Credits," which led to Ifeelgoods' Facebook page where the credits could be redeemed.
"Not only did this campaign allow Ice.com to generate over 25,000 new fans at a record-low cost of acquisition, the new customers that this campaign generated helped make this one of our most successful social media campaigns to date," says Dave Haber, vice president of marketing communications and social media for Ice.com.