LiveXtention was appointed in June 2011 to execute the first marketing campaign for diventONe, a diary-planner brand that had gained market share through its content and design but had not previously engaged in communication activities. The strategy involved creating a Facebook page to reach diventONe's target audience of 12-17 year olds and make content go viral. The creative focused on becoming a fan and being a "Number One" through active fan involvement and Facebook apps integrating music. Through community management and Facebook advertising, the page achieved over 26,000 fans by September 2011.

1. LiveXtention live contents for extended brands Interconnection, by pchweat on Flickr: http://www.flickr.com/photos/pchweat/290713085/ LiveXtentionfordiventONediventONe on Facebook September2011

2. ©LX 2 Communicationstrategy: just Facebook Background diventONeis a diary–plannerwhichhadtaken a smallbutsignificant market share mainlythankstoitscontents and design diventONetargetsboys and girlsofage 12-17 Major competitors are establishedbrandssuchasComix, Smemoranda and all the licenseediaries Seven, the company thatowns the brand,hadneverdoneanycommunicationactivityfordiventONe, neitherconsideredanycross-sellingwithitsschoolbags’ brands. The brandhadtogainitsownstrenght Strategy In June 2011, LX wasappointedto project and execute, with a small budget, the 1st diventONecampaign The newdiventONeisdedicatedtomusicand focused on the the concept “howtobecome a NumberOne” Itwasdecidedto concentrate allthe the effortson Facebook: the best placetoreach the target audience; the best media tomakecontents go viral

3. ©LX 3 Creative: become a fan and be a NumberOne Creative approach Facebookpage. Created on July 10, 2011. Updatedeverydaywithcontents, images, FacebookQuestions, videos Activeinvolvementof the fansin producingcontents and images, suggestingmusicvideosfor the web tv, tellingtheirideasfor the nextdiventONe IntegrationoftwoFacebookapps: 1. Google Me,toseehowitistobe a numberone on Google, togetherwithyourfavouritemusicians 2. diventONeTV, a music web tvthatstreamssynchronizedcontentsfromYouTube and allowsrealtimecomments on Facebook

4. Community management and Facebook Advertising: the results The great work in community managament (350,000 viewsof the posts, more than 3,000 likes)*, togetherwithFacebook Advertising (targetedcpcads and sponsoredstories) led to more that26,000 fans* The growthhappenedespeciallyon August, a monthwhenItaliansusetobe on holiday: the community remainedactiveeveryday and the pagecouldalso benefit fromveryconvenientcpcprices * As on Sept2, 2011 ©LX 4

5. Thankyou. LiveXtention, a Digital Magics Company Via Orobia 3, 20139 Milano Tel. +39 02 52.505.1 Fax +39 02 52505.616 www.livextention.com www.youtube.com/livextention www.slideshare.net/livextention www.twitter.com/livextention del.icio.us/livextention http://www.facebook.com/pages/LiveXtention/183290111701741