Our Facebook Campaign for Tjejmilen and MittVal

2010/09/13 at 16:22

As a Digital Creative, Facebook Expert and Information designer, I have been cooperating with Ad Agency Brandreality, to create a Facebook campaign for a popular Swedish sport event, Tjejmilen. Here is short description of our campaign and some thoughts on the results.


Tjejmilen is a 10 km (women only) yearly running event that takes places in Stockholm, Sweden. Tjejmilen is more about having fun with your friends, than a hard core running competition. This years race had a record attendance with more than 22 000 runners finishing. Tjejmilen is organised by local nonprofit sport clubs and has one main sponsor, the Swedish cost supplement manufacturer, MittVal.

About the campaign

The main objective was to build up support for Tjejmilen and raise awareness about the main sponsor, MittVal. We used a two-part strategy to achieve our goals. We started by creating a Tjejmilen FB Page where the participants can socialise with each other. MittVal has a passive role and contributes with dietary advices. The second part of the campaign is Träningsdagboken an interactive exercise diary, where users can log their results and share them with their friends. Träningsdagboken is hosted by MittVal.

About Tjejmilen Facebook Page

The Tjejmilen Page is a place where participants can hang out and bond with each other. The Page has all the necessary information about the event including three custom made tabs with specific information about Träningsdagboken, exercise and dietary advices.


The first custom tab contain information about Träningsdagboken, including a link to the application. Below is a graph that shows how many kilometers the users have run together. We have also added an interactive billboard that shows the best weekly runners (Both of these functions are currently turned off since they were connected to the actual date of Tjejmilen and have to be readjusted to work on a continuous basis). The second and third tab has advices by leading swedish experts in exercise and diets.

About Träningsdagboken

Träningsdagboken helps the user to keep track of his personal exercise results and visualise them as a graph or a chart. The application is located on a normal webpage (MittVal) with connections to Facebook so users can log in with their personal accounts and save their results. This makes it possible to spread the results in every users personal network. We have built in three incentives to maximize the viral spread.

  • The users results are shown as status updates in their social network (this is optional)
  • Every user kan invite and challenge his friends
  • Every user can compare his results with another friend that is also using the application

These incentives encourage the user to ”brag” about his training among his friends and hopefully work out more. The social updates also help to promote Träningsdagboken, Tjejmilen and MittVal in one go.


The results

The Tjejmilen page have been active since late may and has today more than 3 600 fans and a lot of interaction. The number of users and their activity has been growing steadily, although we assume that this will cool off now when this years race is over. The largest group of users are women between 25-34 and 35-44 (65%). This correspondents very well with MittVal target groups and marketing goals.

We have also used an Likebox. The Likebox is placed on other websites and makes it possible to become a fan without actualy visiting the page. The Likebox is an extremely efficient way of driving traffic to a Facebook Page. More than 65 % of our fans found our page this way.

The Träningsdagboken had slightly more mixed results with more than 1600 unique page visits, 500 active users and more than 23 000 kilometers logged by the users.

Experience learned

The Tjejmilen page was a big success and our idea to create a team of ”ambassadors” that will keep the page alive the first crucial weeks (months) payed off very well. The numbers grew steadily, particulary after we launched the Likebox on Tjejmilens main website. We also added an Likebox to the official emails sent to every participant in the race. We are now considering and autumn/winter social campaign to keep the page alive until next spring when promotion for next years race picks up again.

The negative parts were that we (The Brandreality team) had to do most of the social interaction ourselves, there was almost no help from Tjejmilens official representatives (partialy beacuse they are mostly volunteers and arrange Tjejmilen on their free time). It would really help to have people who are actualy involved in Tjejmilen to write more on the page and encourage their fans (The main idea behind social media).

Another big problem was the fact that Tjejmilen pulled the Likebox from their front page. The decline on new fans was immediate, we used to get more than 65 % of all new fans from one single Likebox on the Tjejmilen main page. This dropped to 20 %, thus lowering drasticaly the number of fans finding the FB page. The main sponsor behind this campaing, MittVal was similary unprepared for the challenges of social media and the fact that social means personal engagement with your fans/customers.

One conclusion is that the Likebox is incredibly powerful for gaining new fans and the more of them you put up, the better. An company Facebook Page should also be announced in every available channel (analog and digital).

Another interesting lesson was that people are less interested in ”dialog” on Facebook than we first thought, even with a social event like Tjejmilen. It was evident that a majority of the ”interaction” was more ”narcissistic” in tone. There was obviously a lot of ”bonding” on the page, but still less than we expected. This is another important reason for trying to get as many fans as possible.

One of our ideas was to encourage the users to send in their own photos, but this had  almost zero results. This is probably connected to the same reasons why Träningsdagboken never became really viral. A lot of Tjejmilen fans are apparently a bit ”shy” about their own results and their presence on Facebook.

Träningsdagboken was a moderate sucess, but we got fewer users than we thought. The viral effect never really happened since only 20 % percent of users choose to share their training results with their friends. Another limiting factor was that Träningsdagboken was custom made for Tjejmilen.

Last and not least, we tried something new, namely a useful application connected to Facebook, something that is still very rare and most users are not used to. Applications on Facebook are still viewed with suspicion since most of them are for amusement only.

But we have all learned valuable lessons and will soon start to improve many details to optimize the whole concept.

Updates on the project will be posted in the future.

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Entry filed under: Facebook, Företagsutveckling, Marknadsföring 2.0, One Hot Pixel Portfolio, Public Relations, Reklamexempel, Socialt Internet, Vladimir.

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About this blog

My name is Vladimir Koller and I work as freelance Digital Creative and Web Strategist. I have my own company,One Hot Pixel and work also directly for other agencies and production companies.,

This is my personal blog where I write about anything that interest me and is remotely connected to the exciting field of human (and digital) communication.

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