As one of the world’s leading professional hair companies, Schwarzkopf Professional provides innovative products, hair trends and support services. Its Facebook page is always a buzz with posts on trends, hair care tips and posts about products. The 10 day Hairy Facts Contest hosted by the brand on Facebook was another promotional endeavor by the brand.
The Hairy Facts Contest aimed at testing participant’s knowledge about hair, around which the interest of Schwarzkopf Professional revolves. The idea was to test knowledge while engaging fans on Facebook.
The contest was hosted on the brand’s Facebook page without the use of a dedicated app. You had to like the page and answer 20 questions over 10 days. Every correct answer had two winners and if one person answered all 20 questions correctly he or she could win a bumper prize.
The contest with its focus on hairy facts was in line with Schwarzkopf Professionals overall brand strategy and positioning. The point of interest was facts about hair which is only natural considering Schwarzkopf Professional is a hair care brand.
Had this not been a contest, such a campaign is a good engagement tool which gives the brand valuable insights about the interests of its audience. These insights can be used for developing future campaigns.
Scope for Improvement
The contest went wrong in its implementation. Facebook guidelines do not permit the use of Facebook’s like, share, comment button, use the photos/videos tab as a voting mechanism/registration for a promotion.
According to Social media Examiner: You CAN promote a contest on your Facebook page…”as long as there’s no requirement to do anything on Facebook; e.g., like your page, comment, upload content, etc. You can simply post a link on your page to the contest. And, to be fully safe, it would be prudent to also include this disclosure, This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.”
While the Hairy facts Contest was based on interesting hairy facts which revolve around hair, the essence of care delivered by Schwarzkopf Professional, it went wrong as far as following Facebook guidelines go. The brand could have avoided going against Facebook guidelines by running this contest through a dedicated app.