On 2 June, the AIS launched its AIS Facebook page to build a fan base with 14-25 year olds.

The objectives of the fan page

• Increase brand awareness of the AIS
• Increase awareness and public support for targeted AIS programs, athletes and staff
• Increase awareness of Australian Government support for sport, including the AIS and other high performance and grassroots programs.

Our challenge

Bullseye was tasked with building the fan base. Our approach was to run targeted performance advertising within Facebook to people within the age group of 14-25 who listed in their interests, sport related terms or any of the AIS sporting codes (a pool of approx 500,000 people in Australia).

Deliverable

We wanted to ensure that people could become a fan in one click within the ad itself - so we set the fan page as the destination and this enabled the one click functionality within the ad unit:

Results

• Before the campaign launched AIS had 1,321 fans
• Within one week of the launch it had 2,700
• After 2 weeks it gained 3653 fans
• The base then increased to 11,000 at four weeks and 16,000 at week 5
• As of December 2009 the AIS Facebook fan page has grown to 23,969

This graph shows how the engagement rates increased as the fan base grew!