In November 2016, Community Arancio, powered by Lithium, turned its first year and in the same period reached 10,000 members.
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Company: ING BANK N.V. Milan branch
Entry submitted by: Simone Magli (Social Media Specialist, Community Manager)
Community: ING Direct Community Arancio,
Social Channel: ING Direct Italia Facebook Page
Lithy category: Surprise & Delight
ING is a global financial institution with a strong European base, offering banking services.
In Italy, ING BANK N.V. Milan Branch has been present since 1979 with the Wholesale Banking Division and since 2001 with ING DIRECT (Retail Division), the leading direct bank in Italy for more than 1,100,000 customers whose mission is to offer simple and transparent products at competitive economic conditions.
Our campaign
In November 2016, Community Arancio, powered by Lithium, turned its first year and in the same period reached 10,000 members. To celebrate this double event, we organized a special activity, CelebratING You, involving members of the community who had contributed the most towards making the community a nice place to talk and exchange ideas with other customers.
We therefore chose some categories (for example: number of kudos received and given, time spent online, number of ideas, accepted solutions etc...) and rewarded users who excelled in every category.
How? We sent to their home an unexpected prize and, in some cases, we delivered the award by hand, taking the opportunity to meet them in person. In addition, these users were rewarded with a special avatar on the community and a dedicated post where they were celebrated for their contribution.
Finally, we narrated this special day with a video shared on our community and on our social channels with a dedicated editorial plan to say “thank you” to our members and to introduce Community Arancio to those who still do not know us.
The CelebratING You video
https://www.youtube.com/watch?v=4OXab2jdoag&feature=youtu.be
Goals, strategies, and tactics
We set 2 main goals:
- Celebrate Community Arancio’s first year results with the entire community and say “thank you” to the most active users with a random act of kindness.
- Introduce Community Arancio to those who still do not know it, in order to increase visits and our brand’s positive sentiment.
For the first goal, we created a video showing the delivery and reaction of award-winning users.
We also created a dedicated post on Community Arancio that celebrate the community results and, in particular, the most active users with a public mention and a special set of avatars we created only for them.
For the second objective, we had a teasing phase on Facebook in order to create expectation for the event.
Then we started with an editorial plan (about 1 month) with some posts showing the activity.
Our results
During the campaign we achieved:
- 113k video views on Facebook
- 1200 interactions (comment, like, share)
- +10% visits to Community Arancio (vs. the previous month)
- +5% positive sentiment on our FB page (vs. the previous month)
Also, positive sentiment on Community Arancio increased: on the CelebratING You post, they exchanged compliments among the award-winning customers and shared their experiences with other users to inspire them to be the next celebrated customers.
They also really loved meet moderators in person and —for once— switched from “digital” to “real-life”.
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