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Winning with Facebook Messenger: A Case Study


Facebook Messenger is a powerful tool to drive sales for your business, but many businesses fail to recognize or harness its potential. In this case study, we describe the three-pronged approach Abigail Gingerale Photography used to drive traffic and engagement with their business.*

Through a combination of a Facebook Group, Facebook Messenger, and Facebook Live, Gingerale created a tremendously effective and powerful campaign to generate new leads. 

A Facebook Group

The Abigail Gingerale VIP Photography Community is a private Facebook Group organized by Gingerale, who also manages a highly successful Facebook Page. The group's description reads:

This private group is for Abigail Gingerale Photography VIPs. Whether you are a client, know a client, want to be a client in the future, or just love me and want to be supportive, this is the place for you. Feel free to invite your friends! This is a place to empower other women and celebrate our individual beauty.

Managing both a group and a page does not deter engagement from her clients or audience. The Facebook Business Page has nearly 14k likes, while the VIP Group has over 7000 members. Why have both a group and a page? A group allows Ginergale to connect with people who have a deeper interest in her photography, allowing her to keep broader more general posts on the Facebook page. 

A Facebook Group also allows for more options within the Facebook layout. For instance, a group admin can enable advanced features such as mentors, units, and other enhancements to the page.

As part of Gingerale's most recent campaign, she utilized her group, messenger, and live, to create a compelling offer. This strategy provides Gingerale with a tremendous amount of tools to communicate with her customers even after the contest ends. How so?

  • Gingerale can now use Messenger to communicate with her customers about additional contest and events. Once the initial Messenger has been engaged, the Facebook user can continue to engage with those customers
  • As part of the contest, Gingerale boosted her email list from all the entrants. She can now send email offers to prospective clients
  • Gingerale encouraged contest entrants to share and tag friends in the posts, growing her following and likes

The offer started with a boosted post in the group advertising a photography shoot giveaway. 

After clicking on the post, a Messenger conversation was triggered, instead of a link.

Facebook Messenger

Upon clicking on the Facebook post within the group, Messenger was immediately activated starting an automated conversation.

The Messenger application was entirely automated and included a series of YES/NO questions. The answer to each question triggered either another response, or a link to her website to fill out the contest entry form. 

Throughout the week of the campaign, Messenger was programmed to send polite and infrequent, well-timed reminders to engage with the campaign or submit your entry form.

Messenger also sent announcements regarding happenings within the group. 

At the conclusion of the contest, Messenger was engaged to remind the participants that the finale would include a Facebook Live event.

Facebook Live

The Facebook Contest culminates with a Live announcement of the winner of the contest.

In a Facebook Live session, Gingerale will announce the winner AND offer additional giveaways. 

In conclusion, this highly persuasive and successful Facebook Messenger campaign is a compelling argument for its use in advertising. Want to try a similar approach online? Contact Cote Media today!

 

 

 

*This is a case study to describe the benefits of Facebook Messenger. Cote Media was not affiliated with this particular campaign, but manages similar campaigns for its clients.


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