Since home-shopping cable network QVC hired Omnicom Group’s Zimmerman Advertising last month for interactive and social-media chores, the client has added about 800 Facebook fans per day.
The assignment for the Fort Lauderdale, Fla., shop focuses on the holiday season, with the agency brought aboard to maximize QVC’s outreach on Facebook and Twitter and generally foster and grow the digital community and buzz surrounding the brand.
“Our hope is that this accessibility and information will help make holiday gift giving a little less crazy this season and more enjoyable than ever,” said Peter Farrell, QVC’s director of brand development and strategy.
Converting the added fans to sales is the endgame, added agency evp, chief interaction officer Scott Thaler.
The budget for Zimmerman was not disclosed. All told, QVC in recent years has spent $10-15 million annually in measured media, though its outlay through the first nine months of 2009 was just $3 million, per Nielsen.