To mark Valentine’s Day, Savanna Beer turned to Facebook to let fans hire ‘Savanagram’ personal messages for their loved ones. The campaign grew the beer brands social media base and reached over 20 million people.
Case study summary
• Facebook-centred campaign encourages fans to enter completion to win ‘Savanagram’ personal serenade
• A personal poem generator increased engagement
• In total, the Lemon Lovin’ campaign reached 20,626,250 people
The challenge
Savanna wanted to do something quirky to celebrate Valentine's Day. Quirk helped them to craft an integrated campaign that got people involved and kept them talking through the dry humour they'd come to know and love from Savanna.
The solution
To kick things off, they required an integrated campaign that would generate active consumer participation.
The brand presented the Lemon Lovin’ concept and decided to launch the majority of this campaign on Facebook - - as they had already grown an active online community.
Lemon Lovin’ encompassed various aspects.
The ‘Savannagrams’ became the competition of the campaign, which encouraged users to nominate their loved ones to receive a Savannagram - - in the form of a personal serenade on Valentine’s Day.
A teaser video featured on the YouTube Channel and Lemon Lovin’ Facebook page, this video was a catalyst for campaign hype. It received over 750 views within 48 hours, making it the second-most viewed viral video in South Africa.
Savanna even decided to air the spot on DStv, SABC channels, on Campus TV and at 30 stores.
In addition, a ‘Lemon Love Letters’ Valentine’s Day poem generator kept users actively involved in the campaign by allowing them create and send their own lines of love.
The brand rolled out a media drop, treating South African radio stations and prominent bloggers to Savannagrams. This resulted in 11 written posts and 30 minutes live radio airtime.
Flyers, newspaper, booked media and filmed Savannagram videos also directed users back to the campaign hub on Facebook.
Results
• 4200 people visited the Lemon Lovin’ tab.
• 268 competition entries were received.
• Savanna’s Facebook and Twitter communities grew by 30% and a 130% respectively.
• In total, the Lemon Lovin’ campaign reached 20,626,250 people.
