CASE STUDY:
Through constant Facebook posting, content refreshes and fan engagement, Playboy used Buddy Media’s Suite of Products to gain fans as well as magazine subscribers.
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OBJECTIVE
The Playboy brand wanted to enhance their recently launched Facebook Page by making it more compelling and dynamic. Specifically, Playboy wanted to accelerate fan growth and build relationships by giving fans new ways to engage and interact with Playboy content.
STRATEGY + EXECUTION
Playboy and Buddy Media worked together to launch a new tab on Playboy's Facebook Page. Since then, Playboy has updated the content frequently to keep it fresh. Playboy also uses ConversationBuddy to let their fans know when new content is available on their Facebook Page.
Recently, Playboy (for the first time) revealed the cover of their upcoming issue for their Facebook fans exclusively. If a visitor came to the Playboy fan page for the first time, they were prompted with a custom overlay graphic to "like" the page prior to viewing the exclusive cover.
RESULTS
Playboy has increased fan engagement on their Facebook page considerably since leveraging the Buddy Media Suite of Products. They also doubled their fan base from 1.3 million to more than 2.7 million fans. Playboy also saw a more than 40% increase in fan conversion rate (people who became fans after visiting their Facebook page) after they launched the fan-gating overlay that requires people to become a fan before receiving exclusive content. This instantly converted users that would lurk on the page into accounted fans. The company plans to continue to offer exclusive content to their Facebook fans and to expand their social media efforts to other properties. "Facebook is an extremely cost effective way for Playboy to grow our fan base and engage with our current fans and subscribers," said Matt Gibbs, Manager, Social Media and Audience Development Playboy. "It is a no-brainer in terms of our digital strategy."
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