Dubai – 25 June 2013: BMW Group Middle East has reached 1,000,000 Facebook fans – the only automotive brand in the region to reach this milestone.
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.
Facebook continues to be an overwhelmingly dominant force in the Middle East’s social space. 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. 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.
The BMW Group
The BMW Group is the leading premium manufacturer of automobiles and motorcycles in the world with its BMW, MINI and Rolls-Royce brands. As a global company, the BMW Group operates 28 production and assembly facilities in 13 countries and has a global sales network in more than 140 countries.
In 2012, the BMW Group sold about 1.85 million cars and more than 117,000 motorcycles worldwide. The profit before tax for the financial year 2012 was euro 7.82 billion on revenues amounting to euro 76.85 billion. At 31 December 2012, the BMW Group had a workforce of 105,876 employees.
The success of the BMW Group has always been built on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy. As a result of its efforts, the BMW Group has been ranked industry leader in the Dow Jones Sustainability Indexes for the last eight years.
Facebook: http://www.facebook.com/BMWGroup or http://www.facebook.com/BMWMiddleEast
Global Press Website: www.press.bmwgroup.com