Viking Range Corporation
Nov. 2, 2011
About this entry
With limited resources, Leanne has, in little over one year, built Viking’s fan base from 4000 to, today, 500,000. Our fan base "talking about" Viking is over 5% (higher than many more prominent social brands like Coca-Cola). In our competitive set, we have 3 times as many followers as our closest competitor (and none of these brands have achieved anywhere near our level of "talking about"). As well, she has grown our Twitter followers from 700 in March 2010 to 17000 today. Using Booz Allen’s new metric for measuring true brand value on Facebook – Likes Per Million $ of Revenue (LPM) – Viking would rank beyond only two brands (Burberry and Forever Young) and ahead of such monoliths as Starbucks, Levi’s, Coca-Cola, Yahoo and Ralph Lauren.
The case for why this entry should win a Shorty
Situation : Use Facebook fan base to accelerate 3 rd -4 th QTR 2011 national sales promotion.
Response/Solution : “ We Love our Facebook Friends $150 Rebate”.
Create a tab on Facebook page to present an offer exclusive to Facebook fans. Go to link for an example of one execution: http://www.facebook.com/Viking?sk=app_249953558380931#!/Viking?sk=app_207329412667431 .
1. Sign-Ups: 1,420
2. Rebates Mailed: 1,046 submitted a copy of their receipt and received the $150 gift card
3. Rebate Cost @ $150 per card: $156,900.00
4. Average Sales Transaction (manufacturer $’s)– $4000
5. Sales Generated: $4,184,000
6. Conversion of sign-up to mailed rebates = 74%
7. Expense to sales ratio: less than 4%