The Children’s Place, a trendy children’s clothing chain, had an online party hosted by Denise Richards and other celebrities to celebrate their one millionth fan on Facebook. Their goal – to increase the lifetime value of thousands of their customers using social media.
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To promote the party their primary expense was in the famous talent they hired to host the party. Most all other promotion was done through teaser posts to their existing 975,000 Facebook fans the week leading up to the party. They attribute most of the success to the gifts and discounts offered to entice people to signup to attend.
Results From Campaign
The campaign lasted one week and culminated in a one hour chat party to celebrate breaking the one million mark.
- 72,473 clicked to register to win one of 375 gifts and get a 20% coupon
- 48,245 people finished the registration process
- During the week prior to the party they got 21,116 new fans
- 10,000 unique authors contributed during the one hour chat
Read the case study on SlideShare and see their Facebook page.
FanFeedr, a sports news site, discovered the secret formula to getting 10x higher click through rates than typical Facebook ads. Their company aggregates, organizes, and then publishes content from over 10,000 sports related sites each day in a format their visitors love.
This case study covers a number of the ads that yielded high returns. Their primary objectives in using Facebook ads are:
- Awareness of the FanFeedr brand
- Increase “Likes” of their Facebook fan page
- Referral traffic back to their site
Read Full Facebook Case Study Here
Futurestate IT, a software company based out of Toronto went the swashbuckling route at the Microsoft Management Summit 2012 held in Las Vegas to drive more traffic and new business to their booth. It worked. They used the power of a fun treasure hunt theme coupled with an 8 step social media strategy.
Goals Of Campaign
To promote new enhancements to their product offerings. Primary goals were:
- Build a buzz around the theme and company name
- Attract as many people to the booth as possible to generate leads
- Be very interactive with the attendees to begin building a relationship
- Get an initial conversation started for those who are highly interested in the solution
8 Touch Strategy
Microsoft Management Summit (MMS2012) was a technical conference attended primarily by “left-brain” techies. Left brainers tend to be more reserved, but not when they arrived at the Futurestate booth. See their Facebook page for almost 200 photos of attendees having a blast. Note – Futurestate jointly hosted the Treasure Hunt with Juriba, its technology partner.
#1: Create Landing Page For Conference
To get the buzz started early, a separate MMS Treasure Website (www.mmstreasure.com) was created to inform people who have registered for the conference that there will be a treasure hunt event. People were able to download treasure maps at their leisure, and many people did.
#2: LinkedIn Event
To inform people of the Treasure Hunt event, a LinkedIn event page was created to generate awareness. Posts were also made within the official MMS2012 LinkedIn event.
#3: Conference Guide Ad
In the event that people had not heard of the treasure hunt by the time they arrived at the conference, an ad was placed in the hardcopy Conference Guide, to inform and attract their attention.
#4: Vertical Banner at the Booth
To ensure that interested attendees could find the booth easily, a vertical banner was erected near the booth to direct the traffic.
#5: Lady Pirates play Pirate Blackjack
To keep the treasure hunt light and fun, attendees could play Pirate Blackjack at the booth with the resident lady pirates. This gave them a chance to spend more time at the booth, and be interested in finding out more about the company’s solution.
#6: Treasure Hunt Rules and Instructions
Postcards were printed, and included the rules for the treasure hunt. Attendees could take away the postcards, in case they forgot the instructions on how to find the treasure.
#7: Twitter
A Twitter page was created to allow the attendees to interact with the company. A picture was taken of each attendee that played Pirate Blackjack with the lady pirates. Pirate gears were then added to the photo to make attendees into pirates. The modified photos were then tweeted.
#8: Facebook
A Facebook page, complete with information about the pirate ship arriving in Las Vegas with the resident feline mascot Thomas onboard, was also created to generate interaction. Throughout the treasure hunt, the Facebook page allowed attendees to find their modified photos and share them.
Those attendees that were able to find their photo, share or re-tweet it to their friends, got a chance to win one of three prizes: Microsoft Kinect, or one of two $100 Amazon gift cards.
The company targeted generating 200 sales leads, 100 Facebook entries, 100 Twitter entries, and an increase in company name recognition.
Measurable Results
The treasure hunt occurred in a very short time frame, just over 2.5 days, coinciding with the exhibit hall days. The responses were tremendous, and well over the set target:
Leads
523 leads were generated, with duplicates removed. Many people returned to the booth to play Pirate Blackjack with the lady pirates, in order to get extra chances to get onto Facebook/Twitter. Of those who visited the booth, 40 leads were extremely interested prospects that the sales team could begin detailed conversation immediately.
Result: 260% of target
Facebook
193 photos were uploaded in the 2.5 days timeframe, of which many were shared.
Result: 193% of target
Twitter
283 tweets were sent, with 84 followers.
Result: 283% of target
“We set out to engage people, and to have them learn about us. The response was overwhelming, and people had fun while they listened to our solution story. I think it was a well balanced lead generation and relationship building exercise. It exceeded our targets, so I would consider this a huge success,” said Helen Ching, Director of Marketing for Futurestate IT.
Yahoo! Movies, a division of Yahoo! wanted to get a bigger piece of the multi-billion dollar movie going pie by the summer of 2012 through their Facebook page. Their goal is to become the source for movie goers who love to research, be in the “know,” get VIP passes to early showings, and communicate with other movie aficionados.
They get 24 million visitors on their main website but lack that kind of traffic on Facebook where they see untapped potential to grow their brand.
Joint Venture
Their campaign strategy was a joint effort with their offline partner, Regal Cinemas, who put up banners in theaters promoting the Yahoo! brand along with a QR code pointing to an offer most movie goers couldn’t refuse – free popcorn. People who did a social check-in via their Smart phones and liked the page got the popcorn. Offer applied online also. They would just redeem the popcorn when they arrived at the theater.
The Results From Campaign
- 1.2 million new Likes on their Facebook page
- 200,000 Check-ins
- 1.4 Million minutes spent on Yahoo! Movies Website
- $1,000,000 of popcorn given away
Let’s Test Their Million Dollar Spend
They say their long-term goal is not about the “liking” it’s about building an audience of repeat visitors who will engage and make Yahoo! Movies their online source.
The great part about case studies like this is that you and I can take a peek behind the curtain and see if this is hype or really working. Below are the objectives/goals they hope to achieve now since the campaign began a few months ago. I encourage you to go to their Facebook page and see if the goals below are being lived out.
How Yahoo! Measured Success
- Target a Season – focus on summer movie season
- Hit Fans From All Angles – Reach fans online and offline
- Relevant – Reward movie goers and capture “Likes” in return for continued activity on their Facebook page
- Connect More – Interact with more movie fans via their website and Facebook page
- Become The Movie Source – provide great content to keep fans coming back to their page regularly
My Take
I would question their last two goals – connecting and becoming the source. Out of the 2.15 million fans, they are not averaging the comments and interaction I would expect to consider this successful. It’s about amazing content and some of their biggest days of activity are based on movie blockbuster debuts or contests/giveaways they may be doing in a certain month. Their ratio of commenting back to people is very low and not that of a Sage archetype or the “in the know” type of a person I would expect running the page.
To view the full case study on SlideShare - go here. What do your think? Was it successful?
In Wisconsin, cheese has been a big part of their economy for 160 years. Recently, the Wisconsin Milk Marketing Board got together to create a massive new media campaign to strengthen the brand position of Wisconsin cheese.
At the core of this campaign was a mandate they put forth to their story tellers involved, that whatever content was created, it must add true value to people’s lives who visit the sites or receive content generated from this campaign. Yes, we are talking about cheese.
The campaign is composed of 5 interactive websites, liquid content, a number of social channels and social sharing tactics. Each site has a different purpose but all have subtle messaging to help you feel good about how Wisconsin cheese may just be better than some of the finest cheeses from other parts of the world. They are on a similar journey the California wine industry took a few years back and succeeded in, to help people understand and feel that many California wines are as good or better than wines from around the world.
To see the list of the 5 great websites and to read the entire case study, go here.
Procter & Gamble (P&G), marketers of heartburn medication Prilosec OTC, utilized social medium to give away eight Super Bowl tickets on behalf of the medication. As a cost-effective, creative means popularize the campaign, the company developed an online instant-win sweepstakes. P&G also assembled a strong database of 200 influential blogs, message boards and Web sites in the area of sports, parenting and contests. To further reach the consumers it created a rich media widget for consumers to upload to their blog or social networking page and also developed Facebook profile. The results were outstanding since the campaign was able to reach 1,225,000 unique visitors on blogs and nearly39% of registered entrants qualified for a Prilosec OTC sample. Case study
Coke devised a very innovative and socially productive online marketing strategy wherein Coke Rewards team collaborated with parents and members of online community to develop the My Coke Rewards for Schools, a new rewards program designed to help students and schools in need. The parents were able to earn points from participating Coca-Cola packages and donate them to any participating school they chose, which could be redeemed by the schools. The impact was tremendous as My Coke Rewards Team integrated these insights into the design and execution of an incredibly important educational program and also led to word-of-mouth popularity of the project amongst parents, teachers, students and local communities. Case study
Graco with the help of Converseon wanted to influence parents active in social media about GracoBaby. After taking account of the legalities and trainings required, Graco Get-together events were organised, parent bloggers were invited, they launched a corporate blog on parenting and babies for two-way communication and they used Flickr, YouTube and Twitter. They featured on Today Show, online activities surrounding Graco increased, reviews were positive and it became a popular search item on search organs. Case Studies
Bounty hired Manning, Selvage & Lee Digital to promote their online “One Sheet Challenge”. Customers were asked how they used one Bounty for cleaning. The prize was $30,000 kitchen makeover. Awareness was raised amongst families, home designers and organisations. They assembled 150 online targets by giving information on the sweepstakes and reviews on the products. 39 online placements and 1 million impressions were generated. Messages appeared on high-traffic sites and search for the product increased by 1300%. Case Studies
Written by multiple Graco employees who have children of their own, the Heart to Heart Blog provides mothers, fathers and parents-to-be with consistently updated content that is both informative, relevant and personal. The posts cover topics that are serious, heartfelt, funny, personal, and informative, while maintaining relevance to the target audience. When you’re trusting a company to provide quality products for your little ones, it’s reassuring to know there are other parents just like you who are behind the process…. Case Study