Elemental GE Fabbri case study for Unsere Kleine Farm (Little House on the Prairie)

1. GE Fabbri Social test campaign German market

2. Brief

3. Unsere Kleine Farm Communicate in German to fans of the iconic TV show living in Germany News engine SEO and online PR to boost online visibility of cult show Use social media to generate buzz about boxset release

4. Approach

5. Setting the social scene Worked in German throughout test campaign to address tone and sentiment Management of social channels including YouTube, Twitter and Facebook Launched blog to compliment social and website activity

6. Getting involved Weekly competitions created traction had audiences return for more Interactive and accessible content encouraged sharing and participation Ensured digital assets complimented TV advertising

7. A family of influence News Engine SEO increased search engine visibility and social search Online PR connected with relevant TV and 80s nostalgia influencers Formed partnerships with existing LHOTP communities

8. Impact

9. The numbers 86% of blog visitors went on to view the microsite an interact with brand 2000 strong Facebook community self-moderates and continues to grow 41% conversion from visitors to paid subscribers

10. Targeting paid off News engine SEO increased search engine and social search visibility 115,000+ views on YouTube and still counting for the successful test activity More than 400,000 reached in less than two months

11. Supporting channels The German test campaign demonstrated how social media could support above, below and through-the-line advertising reaching audiences differently Providing GE Fabbri with new ways market its products

12. Elemental profile

13. Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental

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