Requirement

Meezan Bank Limited wanted to integrated a Facebook campaign with their on-going print campaign during the month of Ramadan. The Riba Sey Azaadi Ka Mahina campaign was geared to educate and inform existing and potential customers about the different products and services available at Meezan Bank based on Islamic principles.

Our Solution

We worked with the Meezan Bank marketing team to develop a month long social media campaign that would support and enhance the print advertising that was already running.The campaign was focused around the existing Facebook fan page and driving users to the page to participate in conversations, promotions and contests related to the campaign theme.

The Facebook fan page’s welcome page was changed on a weekly basis to match the print advertisement that ran at the beginning of the week in domestic newspapers. This was done so that new visitors to the fan page would be able to connect the ad they saw in the newspaper with the image on the page.

As part of the campaign, we integrated a friend referral program that would reward the fans who referred the most new followers to the fan page with t-shirts and wall clocks. Additionally, we implemented a Facebook display advertisement that would be seen by a specifically targeted group of people that shared similar interests with other bank customers.

In addition, we worked closely with the Meezan Bank marketing team to regularly post short notes explaining why Riba has a negative effect on Muslim’s lives and why it should be eliminated. These notes played a key role in helping to educate people on what the whole campaign was about and its importance to each one’s lives.

The campaign was a resounding success driving the fan base from 930 to over 7,000 fans and increased interactions from 10,000 to over 250,000 all within less than a month. We awarded over 40 t-shirts and 15 wall clocks throughout the campaign while keeping the campaign well within the defined budget from Meezan Bank Limited.