Oy MUSCH Ltd is a family-owned company in Western Finland that manufactures natural and healthy Finnish dog and cat food. The company as well as their Biologically Appropriate Raw Food brand MUSCH BARF™ are rather new on the Finnish market, so the main goal of the campaign was to spread the knowledge about the company and its products amongst dog and cat owners.
For this purpose we created a Facebook app. The concept was to create a joyful Christmas for homeless dogs and cats while donating pet food for Finnish non-profit organizations working for the welfare of homeless animals. The amount of donated food was based on the amount of fans on MUSCH’s Facebook page. MUSCH would give away 100 grams of free pet food for every “like” on their page, as well as for every tweet with a #MUSCH hashtag and each blog post linking to the campaign. Facebook users could also vote which charity organization would get the biggest share of pet food by liking one of the three different Finnish charity organizations presented with a short introduction text and a heart-breaking true story about a homeless dog or cat destiny. Besides the Facebook app we created a Joyful Christmas campaign site and a set of badges linking to the site that bloggers, kennels, resellers and consumers could add to their sites to show their support.
The first two days of the campaign were the most effective: 12th of December 2011 MUSCH Facebook page likes doubled in just one day with 6 633 new likes and 13th of December we got over 300 new likes per hour – 8 497 new likes in just one day. All together the campaign was a huge success: the amount of likes increased from 6 425 to 38 586 – that means a growth with more than 600 %! At its peak 29 483 people were talking about MUSCH and the campaign, and 1 140 recommendations were made. The campaign even got featured in the Facebook Studio. If you want to read more about it, you can find it here: MUSCH Joyful Christmas in Facebook studio.