While most brands in India were still trying to experiment with social media platforms, Vodafone India, a telecommunication brand took the opportunity to attract more customers. In 2009, they launched the uber adorable white, balloon bodied, egg headed advertisement characters, the ZooZoos.
Audience connects with an entertaining animated character more than plain text and images. This initiative worked brilliantly in their favor increasing the number of fans on their Facebook page to such an extent that an individual fan page was created for Vodafone ZooZoos.
What is commendable is that the Vodafone ZooZoo page has more fans than the Vodafone India page. Their regular interaction with customers, creative and engaging content on the page, offers and contests have helped maintain their fan growth. They were the most engaging Facebook page for October 2012 and had the most engaging posts for January & February 2013, as measured by SocialBakers.
Today, the Vodafone ZooZoos page has over 10 million fans! 10,520,263 likes and 520,006 talking about the page, the ZooZoos have every reason to celebrate this milestone. They have created an app page for “10 million Fans” showcasing their success through ZooZoo videos and asking audience to share it with their network.
The app page might seem to have a few glitches. The sign which says click “Like” for a special message may not work at all times. Bring the cursor down on the ZooZoo below it and click, that could make it work. Vodafone’s philosophy on social media is to maintain dynamic content to earn customers trust.
The fan is greeted with a new ZooZoo video each time he enters the app. A lot of efforts have been taken to maintain this creativity and uniqueness. These aren’t the usual videos you see on their youtube channel or on television adverts. These have been specially created for the 10 million milestone.
However, the celebrations for this achievement are merely videos! The page builds up excitement for a fan, but from a fan point of view it is a little dismaying. This could have been a very good opportunity for Vodafone to run an even more interesting campaign to gain more attention, especially with the ongoing IPL. Not to forget the page began its journey during IPL season 2.