CASE STUDY:
By continuously updating content on their tabs and posting frequently, Carnival has developed a loyal and responsive Facebook fan base.
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OBJECTIVE
Vacations, specifically cruises, are at their core a social experience. Therefore, Carnival Cruise Lines has had "social" in its DNA since the company launched in 1972. The company was an early adopter of social media, and recently wanted to tap into the power of Facebook and other social channels to accelerate their growth.
STRATEGY + EXECUTION
Carnival Cruise Lines and Buddy Media partnered to launch an engaging Facebook presence for the company. The strategy involved extending the cruise experience online, so people would be more inclined to talk about their Carnival Cruise both before and after, post questions and interact
Specifically, on the “Carnival Magic” Facebook Page tab, fans can view videos, interact with Carnival Crew members and post feedback, all while sharing these experiences with their Facebook friends. The content is continuously updated through ConversationBuddy, guaranteeing a new experience each time people come back to the Page.
RESULTS
At end of 2009, when Carnival Cruise Lines launched their Facebook presence with Buddy Media, the company had about 45,000 Facebook fans or "likes". Now Carnival is up to about 335,000 "likes".
"In general, Facebook has been a big success for us," said Stephanie Leavitt, Sr. Manager, Online Engagement at Carnival Cruise Lines." We have really qualified traffic coming from Facebook and going back to Carnival.com. Our Facebook branded tab performs the best... we have seen sales as a side effect. It's not really our objective, but we do track it so we can see if somebody came back and actually booked a cruise."
BE THE NEXT SUCCESS STORY.
