MY WORK: Why we choose FB to promote a message of peace

In August 2010 a conflict occurred between Israel and Turkey surrounding the events that occurred on the Mavi Marmara, a Comoros-flagged ship that was part of a flotilla headed for Gaza. At a critical moment, while events were still unfolding and before the political situation got worse, we were asked to promote a message of peace between the two countries. Immediately we knew that the only place to achieve this would be on social media. After a bit of thought and research, we realized that Facebook should be our main conversation platform. Turkey has one of the highest numbers of Facebook users in the world, and while Israel is much smaller in size, it has one of the most active Facebook communities on any country. Add to this the massive number of pages with high engagement rates, and you have the perfect platform to speak directly to people on both sides. We identified Turkish Facebook users with large followings who could be considered "influencers", then asked Israelis to send them a personal message with a simple request: let's not fight through our politicians, let's talk about it out between ourselves. The project received extensive media coverage, got high levels of engagement on both sides, and started a powerful conversation within Israel.


MY WORK: driving Growth using new product buzz (or: driving Growth by hacking a new platform)

There are certain projects I love in part because of the people I worked with on them. While the media may focus on the tech side of the start-up nation, personally I am always impressed by the creative talent in Israel. Two people whose talent I love, and whom I worked with on this project, are Daniel and Tomer. With their expertise and talent in tow, we set out to create a lean, mean, Israeli commando style creative campaign for Delta Lingerie. We were looking to promote a "one time sale" for their online store. As it happened, just as we were beginning to conceptualize the campaign Facebook launched their "POKE" app, an app similar to Snapchat. We quickly realized the value and possibility of using this new platform, so we created the very first poke campaign. Beyond the blitz of media attention, we also successfully drove a 25% increase in traffic to Delta's online store. This is how we did it: 

Tip: Promoting your startup using Facebook Messenger

Facebook just announced that a new marketing tool will soon be available through their messaging platform. How will it work? After designing your ad, you'll have the option to add a small "message" button. When users see your ad, they will be able to simply press the button to send you questions or comments! Now all you have to do is imagine all the ways it can help you convert more users, or how it can help you with brand awareness and PR stunts. 

You can read more about it here. 

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