Industry: Manufacturing

Case Study: Honeywell / Organic + Paid Social Media for Fan Acquisition

Challenge

Nina Hale has worked with Honeywell since 2012, with projects spanning paid media, search engine optimization, and social media. After launching the Honeywell Home Facebook page, the company engaged NH to grow its fan volume in preparation for a major product release. In order to use Facebook and Twitter for generating awareness, brand advocates, and ultimately leads, Honeywell sought to grow each channel to a total of 25,000 fans/followers.

Solution

NH created an approach that utilized paid media to find and acquire the most authentic audiences. After identifying the appropriate audiences on each channel, we utilized granular targeting to reach and test the effectiveness of advertisements to each audience. We also engaged in ad copy testing to understand and refine messaging based on the most effective copy.

Results

14,664 New Facebook likes during two month campaign

When our two-month long campaign ended, we had met and succeeded our goal of 25,000 fans with a total of 32,868 fans/followers on both Facebook and Twitter. Growing Facebook by 252% and Twitter by 38,715%.

“We knew that if our objective was to use social channels to drive leads and engage brand advocates in the near future, we needed to quickly find and acquire the right audience. By continually testing and optimizing towards best performing segments during the campaign, we successfully gathered only the most desirable fans for Honeywell.”

  • — Bridget Mulheran
  • Senior Account Manager
  • Nina Hale, Inc.
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