Before working with Somos, smartphone manufacturer Meizu relied on their overseas distributors to handle the social media marketing in their own countries. This resulted in dozens of local Meizu social media pages being run by separate teams with little communication or alignment with the HQ in China. Meizu wanted to have more control over the brand messaging and guidelines in their social media presence. Centralizing the page management would better ensure the accuracy, timeliness, and efficiency of their social media updates.
At the end of 2017, we were tasked with growing the Meizu Global Facebook page under which the other pages would eventually be folded. After several months of working together, we formed a one-year plan to grow the page from approximately 150,000 fans to over 2 million fans, while maintaining an engagement rate of over 3%.
By the end of March and our first quarter with Meizu, the Facebook page had already reached over 730,000 fans – so Meizu established a goal of hitting 2,000,000 Facebook fans by the end of March 2019.
The bar was set quite high, at 200,000+ engagements per quarter and maintaining at least a 3% engagement rate as we grew the account. From the onset, we achieved engagement rates and fan counts far above our KPI. In mid-2018, Meizu decided to pull back on ad spending, but fortunately the Facebook page had already gained enough traction for the momentum to carry us forward and into 2019.
By the end of 2018, Meizu’s Facebook page had reached over 2,000,000 fans, 27,000,000 impressions, and 5,000,000 Meizu video content views. We had met our one-year goal in under 9 months, and also achieved an impressive 5% engagement rate across 396 tweets and 412 Facebook posts.
In addition to Meizu Global’s rapid growth, we had achieved these results in a massively cost-effective way. To put things into perspective, Somos ads resulted in a 125x cost reduction. Meizu’s in-house media buy cost was originally at $2.50 per follower across key Southeast Asia markets this was brought down to just $0.02 per follower with the help of Somos’ media buy.
Thanks to the establishment of our highly engaged community of Meizu fans, we continued to garner incredible results throughout 2018 and 2019, despite ad budget cuts. In 2019, we gained an additional 170,000 Facebook fans, reached over 4,500,000 people, and maintained an average of 30 comments per day.