Context Optional: Social network application development and social media strategy: Facebook Applications, Facebook Pages, Facebook Connect, and the iPhone

Distribute tens of thousands of samples of Clinique Happy through Facebook in advance of the holiday shopping season.

Solution

Create an application that resides on the Clinique “fan” page, allows users to request samples, invite their friends to participate, and even send them a virtual gift of Clinique Happy.

Coordinate with an advertising push that drives consumers to the Clinique page and encourages them to become fans of the brand, generating news feed items and multiplying marketing spend.

Result

More than 60,000 samples were requested by consumers prior to the holiday season. Many of those requests were from friend referrals, with over 50,000 invitations distributed. Additionally, more than 15,000 virtual gifts were sent to users’ walls.

Significant brand exposure was achieved through a combination of advertising, distributed samples, virtual goods, invitations, and news feed items.