Search marketing agency Fusion Unlimited has won a Social Buzz Award for the ‘Best Use of Facebook’. The campaign for Halfords built a highly engaged audience and uplifted sales.

The Social Buzz Awards celebrate and reward the best in social media communications in the UK.They recognise companies and people who innovate and transform the use of online media.

Commenting on the win Mark Curtis, managing director of Fusion Unlimited said: “The campaign successfully built an audience in the knowledgeable and highly engaged cycling community. Over a four week period the Facebook community grew to 6,500 likes and delivered £45,000 in sales through the f-commerce site. Traffic from the Facebook community we supported is three times more likely to convert than Google traffic and stay on site three times longer.”

Halfords wanted to build a social media audience around the premium Boardman Bike brand to drive sales. Fusion Unlimited developed a campaign that combined f-commerce, mobile and a comprehensive social media plan.

The campaign aimed to build an engaged audience around the Boardman Bike brand, creating a community of cycling enthusiasts and further enhancing the brand's credibility and saliency within this community. The strategy focused on the ‘Boardman Bikes Britpack’, a unique concept that encompassed a personality and built interaction around the competitive nature of the audience.

Commenting on the campaign Andrew Sutton, online marketing manager at Halfords said: “The programme of social media activity is creative and interactive and drives additional traffic to our e-commerce store, increasing online sales. The pioneering move into f-commerce is the first of its kind in our sector and one that we’re keen to continue to promote.”

Part of the Principles Communications Group, Fusion Unlimited has operated for more than 10 years and has a team of 20 search marketing, social media, affiliate and mobile specialists based in Leeds.

Published on: 5:08PM on 7th January 2013