Diamonds are a Facebook page’s best friend. 
Okay, maybe that’s not how the saying goes; but ask Wimmer’s Diamonds, and they’ll attest to a jewelry giveaway’s clout in gaining Facebook friends.
The situation
The company is a fourth-generation, family-owned business that has been serving the Fargo, N.D., area for over 92 years. Wimmer’s Diamonds had been working with Flint for many years, and, after launching their Facebook page last July, came to us wanting to build their fan base.
The solution
Flint Communications partnered with Wimmer’s Diamonds to help them acquire more “likes” through a jewelry promotion on the company’s Facebook page.
The contest was simple, which we’ve found is optimal for maximizing user interaction within social media platforms. New fans were greeted by a landing page instructing them to “like” the page to enter a contest to win a pair of diamond earrings valued at $700.
Having “liked” Wimmer’s Diamonds’ Facebook page, both new and existing fans clicked a side tab to sign up for the contest. Each participant was required to supply their name and email address and answer the question, ‘What is the best jewelry gift you’ve ever given or received?’
The creative
The Flint creative team designed a number of pieces to promote the contest on the Wimmer’s Diamonds Facebook page, including a landing page for new fans, a side tab through which both new and existing fans entered the contest, and a new profile image highlighting the contest.
We also created posters that were hung in West Acres Shopping Center, one of two Wimmer’s Diamond store locations, and designed table tents displayed in the mall’s food court. Finally, our team prepared ads that ran in a number of newspapers, including The Forum, The NDSU Spectrum, MSUM Advocate and The Concordian.
Implementation
With the Facebook collateral and printed pieces in place, Wimmer’s Diamonds launched the contest on November 1 with a wall post.
The contest continued for a month, during which Wimmer’s Diamonds periodically posted announcements about the promotion on their wall, in addition to advertising the giveaway through the posters, table tents and newspaper ads.
Wimmer’s Diamonds announced the giveaway winner on November 30.
Results that sparkled
At the start of the promotion, Wimmer’s Diamonds had 146 fans. Their goal was to reach 500.
Through the contest, Wimmer’s Diamonds gained 368 new fans, amounting to an overall increase of 352 percent and surpassing their goal by 14 fans.
The moral of the story?
Diamonds may be a girl’s best friend, but Wimmer’s Diamonds makes a great Facebook friend.