With 10K Facebook fans in 2010, Wyeth Malaysia still struggled to exploit the potential for engagement from their online communities and consequently online conversion rates. Their poor engagement rates were further hindered by the brand’s perceived oldness among today’s modern mums while their ability to create interesting content has to meet strict industry regulations.
To establish the FB page as a content hub, we created, among others, Misi Arif, a series of content that is fun, educational, and appeals to a mother and her child’s perspective. We devised a content funnel that would drive audiences through the sales process towards conversion for free samples and e-commerce purchases. For this, we had to build an e-commerce ecosystem that works seamlessly for UX. The drive to increase online conversion was supported by Google Display Network and search ads. We also focused on community management as a driver of engagement rates.
Wyeth Malaysia’s FB page today has 283K fans, a 100% response rate and 5-minutes response time. The page is one of their main digital assets, which functions not only as a CRM system but also a recruitment and conversion tool for e-commerce. The ad performance for e-commerce achieved:
8% CTR on Google search
1.94% CTR Remarketing Display Banner
1.09% CTR FB click-to-website
5X sales ROI from ad spend