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.
A large online retailer who many of us buy from on a regular basis sells thousands of products online in dozens of categories. They noticed a big drop in conversion rates and revenue per client and didn’t know why.
They went to McKinsey & Company for help, who did a 20,000 person study on consumer behavior and how selling and marketing to consumers has changed. They identified where efforts should be directed to yield the highest return on marketing efforts. Click here to read a great brief about the study – “The Consumer Decision Journey.”
Key Findings
- They dug deep into existing online analytics to study the correlation between purchases and quantity of product per category
- They used segmentation to calculate likelihood that customers in each category would “cross the aisle” and buy something in another category
- After digging into the data, they found the lifetime value of a toy buyer increased greatly when they bought in other categories
- Conversely, consumers who bought a lot of pet products did not buy frequently in other categories
- After studying their consumer decision journeys they developed cross-selling and category penetration techniques to grow the lifetime value per customer
- 6 months into this project yielded a jump of 25% in email conversions, 60% increase in on-site conversions, increase in overall sales of 20% and and overall ROI of 30%.
Click here to read full case study
Very funny little “case study” video, subtlety mocking the marketing industry’s obsession with metrics. Definitely worth a watch.
Have a look at Pink Ponies.
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
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