Zep Inc.’s (NYSE: ZEP), Original Bike Spirits® brand, a provider of industrial-strength motorcycle cleaning and performance products, is celebrating the success of its “Original” Facebook social media campaign, now totaling over 100,000 fans.
www.originalbikespirits.com (Photo: Business Wire)
Recognizing the passion and individuality that gearheads and weekend riders alike share for boasting about their rides, Original Bike Sprits® (“OBS”) invited customers to upload a picture or video illustrating what makes them and their bike an “Original”—all for a chance to win weekly giveaways of OBS products and for one lucky fan, a custom Orange County Choppers™ motorcycle!
The 70-day promotion blew the lid off all expectations:
- More than 50,000 new “likes”
- Over 29,000 unique visitors to the OBS Facebook page
- Over 18,500 visitors registered for the promotion
- More than half of those (53%) opted-in and asked to be part of future communications from OBS
- Together they posted 12,043 photos and other pieces of user-generated content
The success of the campaign was rooted in the deep integration between online and offline activities. The promotion built brand engagement by creating a community where customers could upload pictures and share personal memories or anecdotes about their bike, such as their first ride or favorite routes.
Engaging customers on social media platforms like Facebook, creates the opportunity to grow brand awareness at a rapid rate. 50% of Facebook users have over 100 friends. OBS fans are four times more likely to recommend OBS to friends and they are 51% more likely to buy OBS products.
“The main theme of the sweepstakes was to build brand awareness for Original Bike Spirits® and create a platform for the fans to express what made them and their bike “Original,” said Eric Bishop, Manager, Social Media & Marketing Communications. “Creating synergy between being “Original” and Original Bike Spirits® made perfect sense for our audience.”