BMW Mideast reaches 1m Facebook fans
Dubai, June 25, 2013
BMW Group Middle East has reached 1,000,000 Facebook fans – the only automotive brand in the region to reach this milestone, it said in a statement.
This landmark comes less than three years after the world’s most successful premium automotive company launched its popular Facebook page in the Middle East in November, 2010.
The pace of its growth has accelerated rapidly, with the fan base continuously growing – affirmation of the increasing popularity and success of the BMW brand in the region. The majority of BMW Middle East Facebook fans are from Jordan, Saudi Arabia, the UAE and Lebanon.
According to a recent Arab Social Media Report by the Dubai School of Government, there are approximately 43 million Facebook users in the Arab world, which is the equivalent of one third of the region’s total population. There is also growing reliance on technology signaling an increasing shift to mobile commerce. According to the Luxury Institute, one in three consumers own a tablet or e-reader.
“People in the Arab world trust news shared by peers on social media platforms such as Facebook over mainstream media reports. As such, we recognise the significant social and cultural impact of digital networks and the importance of including it within our marketing strategy,” said Michael Keller, marketing manager at BMW Group Middle East.
“We always strive to launch creative and unique digital marketing campaigns, which connect and engage customers with our brand, and create standout against competitors. Our strategy is obviously the right one as demonstrated in this milestone achievement."
Model launches have proven to be big contributors when it comes to increasing “Likes” as it offers fans exclusive images and insights of the new models as well as conversations, said Keller.
This forms part of a detailed content strategy which focuses on delivering high quality posts, offering product previews and allowing customers to book test drives through the Facebook page’s application.
The one million mark achievement is testament to the success and increasing popularity of the world’s most successful premium automotive brand here in the Middle East, with a record 24 per cent increase in sales for January – May 2013, Keller noted. – TradeArabia News Service