Heart & Mind (https://www.facebook.com/serceirozum) are brand heroes of Orange in Poland. Orange acquired Polish telecommunication brand Polish Telecom in 2012 and thus Heart & Mind - brand heroes originally created for Polish Telecom - became part of Orange communication strategy. The characters gained popularity through TV advertising but we faced a twofold challenge. Firstly we had to make them equally popular among younger generation in social media while communicating all branded activities. And secondly we had to communicate their transfer to Orange and not loose consumers’ trust and engagement.

To meet the challenges we decided to reverse the roles of brand heroes and made them act as consumer’s real Facebook friends, who only occasionally starred in TV advertising. That means we created a lively new world of heroes' adventures and used Facebook and viral videos as communication tools. This way we communicated all brand’s activities: sponsoring, corporate, products and entertainment.

Results:

Heart & Mind is The biggest Facebook Page in Poland. It has 34% of engaged fans and over 1.8 million Likes and 15 million views of viral videos.

We created a series of Facebook apps that extended the domain of our heroes' activity. Facebook apps were used to communicate specific products and features, while providing fans with rich entertainment. For example, in the 'Limits Busters' app, which had two interactive games, we cooperated with Discovery Channel to communicate limitless telecommunication offers.

Because we wanted to make the brand heroes come fully to life on Facebook, we also created apps such as 'Heart & Mind Christmas', which created new space for heroes’ personalities. This app analyzed fans' Facebook activity and rewarded them with an appropriate gift. This created additional forms of interaction with the brand, as everyone received a personalized gift and video with brand heroes.

We fulfilled our goals and turned these brand heroes into real Facebook heroes. As a result of the Heart & Mind campaign, the Heart and Mind Facebook Page is now the biggest Page in Poland, with over 1.8 million fans (there are 10 million people using Facebook in Poland). We reached one million fans in April 2011, and on January 15, 2013, we became the biggest Facebook Page in Poland (after two years of activity).

In 2012, Facebook apps engaged over 57,000 fans. 34% of fans interacted with posts at least once. They added over 1.8 million Likes, 100,000 comments and 5,000 of their own posts. We created record high engagement during Euro 2012: the most-shared post had over 61,000 shares. And viral videos dedicated to social media users was viewed over five million times. We also gained the most number of votes in competition crowdsourcing contest.