The Challenge:
In collaboration with Arc Worldwide, E-axis developed a multi-layered Facebook Fan Page designed to generate awareness for a new product launch, align Healthy Choices with nutrition conscious consumers and promote a community outreach program in cooperation with the Food Bank of Canada.

The Execution:
The Fan Pages incentivized visitors to “Like” the new page in exchange for access to a printable coupon that could be redeemed for a free sample of the new product line.  Additionally, a page was created to share health, wellness and nutrition tips via posts from experts specializing in related fields.  Following the initial new product launch another custom Page was added which in this case incentivized visitors to “Like” Healthy Choices’ campaign as a way of contributing to its food donation program.

The Result:
The Facebook application has so far generated over 32,000 fans and quickly met the Food Bank donation goal of almost 7,500 additional “Likes.”  The product demand generated by the coupon campaign surpassed expectations and new content posted by the experts continues to stimulate Fan posts, comments and subsequent new “Likes.”