MahiFX taps social media for Trading Faces campaign

Foreign exchange technology MahiFax uses Facebook app for #tradingfaces social media marketing campaign

Campaign name: Trading Faces
Brand: MahiFX
Audience: Traders
Regions: Global
Duration: 30/05/2014 on-going
Channels: Social media



Social Media Portal (SMP): Agency behind the campaign

MahiFX: Sons & Co

SMP: The full name of the brand

MahiFX: MahiFX is a platform that provides ordinary people with the same tight spreads and technology as real FX traders at the big banks. MahiFX created a light-hearted game that allows you to trade your Facebook friends, like you would trade currency.

SMP: What regions is the campaign for?

MahiFX: This is a global campaign.

SMP: The official campaign name and why was it chosen?

MahiFX: Trading Faces, because we thought it was a good play on words and reveals a little bit about the game before playing.

SMP: What was the start and end of the campaign?

MahiFX: The campaign officially started on the 30/05/2014 and there is no official end date.


SMP: The target audiences of the campaign, who are you trying to reach and why?

MahiFX: We are targeting Facebook users across the world, because forex is a global industry. Our audience is already very broad, so we want people to engage with each other and understand the excitement of trading forex.


SMP: Briefly, tell us about your campaign

MahiFX: This game is addictive. You trade your Facebook friends, who are valued by the number of friends they have, you have to guess who has a higher or lower value and at the end of each game you either end up making a profit or loss.  

SMP: What are the goals of the campaign and why is it different?

MahiFX: Forex is generally quite a dry and serious subject.  We simply wanted to inject a little bit of fun, since trading can appeal to anybody, from any background, anywhere in the world.

SMP: What are the channels, platforms and methods?

MahiFX: We are pushing the game around Facebook, interesting blogs as well as other social media sites. We haven?t gone crazy with advertising, as this is something we hope can take off organically.



SMP: This approach is a departure from the usual way of doing things for this type of brand ? why did you choose social media?

MahiFX: Social media is a phenomenon that cannot be ignored. The financial sector is usually very serious, but MahiFX is very different, MahiFX has a personality and we like to explore unusual ways to connect with people.

SMP: Why did you choose Facebook as the platform and the app?

MahiFX: Facebook seemed to be the best platform for us to create the game, trading friends rather than followers just makes sense, since friendships are one of the most valuable things in life.

SMP: How long did the app take to create and what does it do?

MahiFX: The game itself took about a month to create and perfect. The app simply connects to Facebook and analyses the number of friends for each person you are friends with to create a line-up, which shows both friends with higher and lower values, so you can win or lose five games before your final score.

SMP: What do you hope to achieve?

MahiFX: We are hoping that our game goes viral. We want people to enjoy playing and sharing it across the Internet. We want to break down the idea that financial businesses are boring.

SMP: What are the challenges in creating the campaign and how are you overcoming them?

MahiFX: We haven?t come across any challenges yet, fingers crossed it continues to go well.

SMP: What are you doing to measure the campaign and what measurement tools do you have in place to do this?

MahiFX: We have a number of ways we are tracking this campaign. We are using Google Analytics as one measure, but we also have an in-house system that reveals the success of the campaign. We are also using ads manager to analyse our spend across social media too.

SMP: What is the budget used for the campaign?

MahiFX: Our budget is fairly small; we want to see this grow organically across social media.

SMP: How are you making the campaign social and shareable?

MahiFX: When users have finished playing the game they are able to share on Facebook, Twitter and Google+

SMP: Are there any dedicated hashtags or social media profiles for the campaign and how/why did you chose these?

MahiFX: #tradingfaces ? We love the title for the game!


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