To increase the online presence of drinks specialist Prik & Tik, advertising agency Pubmarket! created a sparkling community page on Facebook called ‘Daar Drinken We Eentje Op’ (Let’s drink to that).
‘Daar Drinken We Eentje Op’ is a content page featuring informative posts about beer, wine, spirits and soft drinks. The page also includes fun facts about Trappist beers, craft beers, special beers, gins, trendy aperitifs, forgotten aperitifs, cocktails, drinks for kids, etc. To boost the reach of the page, fun contests are launched at regular intervals, both without and with the collaboration of the many suppliers of Prik&Tik. Some of these contests – ‘Beer of the Month’ for example – are exclusive to Facebook. While others – such as ‘Win die Coole Bak’ (Win that cool car), with a Mercedes A class as main prize – are launched throughout the entire Prik&Tik network: via Facebook, the website, the folder and in-store magazine, radio and tv commercials, and POS material. Of course, the most interesting Prik&Tik promos are featured extensively on the page, without overshadowing the key content.
The result? A community of more than 23,000 fans and a total reach of more than 350,000 unique visitors per month. And even more importantly: the fans are talking about the page. The ratio of ‘talking about’ versus ‘likes’ saw a massive boost in July of more than 30%. Real evidence that ‘Daar Drinken We Eentje Op’ is a healthy, growing online community.
By the way, what do you see when you click on the mood icon ‘drink’ on Facebook? ‘Daar Drinken We Eentje Op’, including the hand and symbol of the page. Cheers!