Vodafone: Giving new definitions to Facebook Likes
Priti Murthy, Kartik Sharma and Saif Shaikh
Brand owner: Vodafone
Industry: Call services and accessories, Fixed line providers, General service providers, Internet service providers
Media budget (USD): Up to $500k
Channels used: Social media
This research-led paper from Maxus, the media buying group, in India outlines a study to create a metric, set industry benchmarks about what drives brand fans to a Facebook fan page, and understand what keeps them engaged. The study was used to develop a strategic framework to recommend actions for Vodafone, the telecommunications operator, and provide customized solutions about the factors that will work best on brand fan pages.