axiom today announced that its #axiomintervention campaign reached an audience of more than 21 million, as the company continues to drive social media innovation.
The campaign promoted “interventions” for axiom customers in the UAE and the Kingdom of Saudi Arabia to trade in old mobile phones for new smartphones.
Customers can bring in their old mobile phone to any axiom store for evaluation by axiom’s highly-trained experts. Following the evaluation, customers then receive axiom credit to purchase a new smartphone, accessories, or SIM cards.
From March 2013 to May 2014, the #axiomintervention campaign produced a total of 21.3 million impressions on Twitter, and reached more than 193,000 people on Facebook, and 39,000 viewers on YouTube.
During the same time period, the #axiomintervention campaign helped drive the addition of nearly 90,000 followers across axiom’s social media accounts.
“Our customers frequently ask about trading-in old phones, and we wanted to find a fun and original way to educate our customers about our seriously simple mobile phone trade-in program,” said Faisal Al Bannai, CEO, axiom, the Middle East’s largest mobile retailer and distributor.
Smartphones are a key part of daily life in the UAE and the Kingdom of Saudi Arabia, which host two of the world’s highest smartphone penetration rates, at 74 percent and 73 percent respectively, according to Google’s “Our Mobile Planet” report.
Driving #axiomintervention’s success were humorous and easily-shared “meme”-style posts, including the “Your phone is so old” joke, customers posing with old phones, and the YouTube video “The 6 Stages of Phone Separation Grief”.
“The success of our #axiomintervention campaign shows that brands need to take a risk and break the mold of traditional campaigns to communicate with customers, especially youth,” said Al Bannai. “In the coming months, we will continue to find innovative ways to drive smartphone take-up and enhance our customers’ daily lives.”
During the campaign, a panel of axiom judges presented free smartphones to their Facebook and Twitter fans and followers, based on factors such as originality, staying on message, and content.
axiom was recently named by social media research firm SocialBakers as one of the UAE’s top social media brands. During the #axiomintervention campaign, axiom added more than 88,000 total Facebook and Twitter fans and followers.
In the UAE, axiom’s Facebook page has more than 205,000 “likes”, and the Twitter account has more than 16,000 followers. In the Kingdom of Saudi Arabia, axiom’s Facebook page has more than 167,000 “likes”, and the Twitter account has more than 38,000 followers.