TBWA digital arts network has helped the bank increase its fan base from 17K to 50K fans within two months through community engagement via Facebook.
Standard Chartered Hong Kong pledged to donate more than HK$130, 000 to three charities if it could attract 50,000 fans on Facebook in the lead up to its annual marathon on Sunday. The bank has confirmed that it will donate a total of $133,000.
In other words, Standard Chartered is trying to apply like-gating for a good cause.
The bank's dedicated marathon page has more than 50, 200 likes on Facebook as of Monday. Its people talking about this metric gathered high engagement at close to 34, 200.
The campaign "One Like, One Giving Heart" (一LIKE一善心) uses Facebook to get Hong Kong people to like its marathon page with the bank matching each fan acquisition by donating one Hong Kong dollar to raise funds for three charities – Orbis, the Hong Kong Paralympic Committee, and the Hong Kong Anti Cancer Society.
TBWA\Hong Kong's digital arts network, the agency responsible for the Facebook campaign, reported that the bank's Facebook fan base was 46,000 on Friday.
The bank added more than 4,000 Facebook fans over the weekend to hit the 50,000 target.
Jocelyn Liipfert, head of social media at TBWA digital arts network\Hong Kong said her team worked with Standard Chartered to create a content strategy from content planning, individual post writing, and visuals to engage the Facebook community.
For instance, to drive organic growth, further sharing, and engagement on its page, they have lined up 12 professionals from doctors, nutritionists, and trainers to advise runners on preparation and training tips for the marathon.
Since the launch of the campaign, total fan numbers have increased by more than 170 percent – from 17,000 fans to over 46,000 within the last two months – with average engagement increasing more than 500 percent compared to the pre-campaign period in December, Joanne Lao, managing director at TBWA\Hong Kong said.
Alongside the charity drive, Standard Chartered launched its global marathon theme "Run for a Reason" with a Facebook app that encouraged participants to post a photo, video, or text to share why they are running the marathon.
The contest recently concluded and eight finalists have been picked where the person with the most number of votes from its photo and text categories would win gift cards worth HK$2,000 to 3,000 dollars to be announced on March 1.
"With 'Run for a Reason' as our global marathon theme, we believe that charity is the reason many people are running, and by utilizing social media, we are able to communicate the message to more people and multiply its impact," said Ruby Fu, country head of corporate affairs for Standard Chartered Bank Hong Kong.
Standard Chartered has sponsored the annual marathon in Hong Kong for 17 years.
Correction and Update: It was originally reported that Standard Chartered has pledged to donate HK$150,000 if its fan base reached 50,000 by the Marathon date. That amount was retracted to HK$130,000.
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Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
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