The Gap is giving its Facebook fans an easy way to convert any photo from their profile into a printable postcard ready to send to their friends and family during the 2012 Christmas season. They are doing this to build brand loyalty and create an emotional connection to the Gap brand. They are giving away 1,000,000 postcards to their fans. Two per person.
The Mexico division of Nike launched a unique social commerce campaign called #makeitcount. See Facebook app they made for it. Anyone with Nike shoes equipped with the wireless sensor that tracks your physical activity can win a pair of new shoes if they walk/run more than anyone in a given 15 day time period. You join the Nike auction and bid against others, not in dollars but in miles walked. At the end of each auction, a new auction starts and you have the opportunity again to win.
Great example of how a brand understands the rules of great marketing – to stick to their core story and brand promise which is about selling “performance” not shoes.
Watch the short video below about the campaign or read case study here.
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.
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
New Zealand fashion week, similar to New York’s fashion week, created a successful multi-platform social media strategy that helped grow attendance and revenue during the entire week of the event. Fashion weeks are a way to bring the top designers, retailers, socialites, and those just passionate about fashion together in one place to party and do business.
- Content Driven – create custom content, solicit guest bloggers/commenters
- Real-Time updating along with scheduled content releases daily
- Buzz building – events, giveaways, exclusives
- Deepen engagement on channels – those managing channels invested more time
- Showcase partners and sponsors – utilize their social influence
- Photos worth sharing – upload the hottest new styles in shoes, clothes…
- Daily measurement and refinement – change tactics as needed
- Audience reach – 71% women, median age – 24
- Page impressions during 5 weeks – 951,000
- Total stories on Facebook – 24,874
- Page views – Up by 64%
- 22,000 engaged users 2 weeks prior to the event
- 70% of attendees heard about the event first on Social Media
View full case study of New Zealand Fashion Week on Slideshare.
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.”
- 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
What these videos prove is that people will make the time for well crafted stories that intersect with the narrative of their personal story. It is true that consumers are getting more savvy about the “noise” online by deleting, skipping, or unsubscribing from your site faster than ever but for valid reasons.
Most of the content online is not worth their time. Studies show that if you can capture their imagination and interest within the first 15 seconds of a video they will stay as long as you keep enriching them throughout the video.
Three of the four videos (HBO, Nike, KONY) in this case study are long. The forth, featured below, Chipotle, is just over two minutes but considered long because it’s a TV commercial. It was originally to air at the 2012 Super Bowl. Risking it would have to be shortened to 30 seconds due to budget concerns, Chipotle opted to preserve the full story and air it during the 2012 Grammy Awards. It ended up being so impactful it upstaged some of the Grammy performances that night.
Adidas approached the World Cup in 2010 as a genuine opportunity to create a strong public image in the minds of football fans around the world, so they decided to launch a Facebook campaign that would feature their F50 adiZero football boot before the matches actually started.
Although their overall goal was to establish themselves as the premiere sporting goods dealer for anything football relate, it was also very important to connect with South African fans on a personal level.
- Target audience was worldwide, but specifically South Africans
- Campaign raised funds for Nelson Mandela’s AIDS awareness program
- Served as a link to original World Cup videos and editorials
- Highlighted the product launch of the F50 adiZero football boot
- Several 24 hour blocks were used to reach Facebook members
Throughout the campaign, over 2.3 million unique viewers had visited Adidas’s Facebook page, with 863,000 connections occurring over the first month alone. The average daily visits reached a half a million viewers, indicating that their campaign created genuine interest for return visitors. Brand awareness rose between 8-23% in different regions of the world. To view the actual study, click here.
When Levi’s decided to launch their “Ready to Work” campaign in 2010 that featured their new lineup of outdoor clothing, the company focused on the residents of Braddock, Pennsylvania since the area residents were trying to revive the local steel mills. They took these resident’s rugged image and featured it in several Facebook ads that were targeted at the 18-34 year old demographic. Levi’s also tested Facebook-only 40% off discounts during this campaign to have a measurable conversion rate among the viewers.
- Campaign designed to introduce new line of denim clothing
- Featured a rugged, All-American steel town
- Targeted the 18-34 demographic
Within 15 minutes of the campaign launch, Levi’s saw the traffic to their website double as consumers cashed in on the 40% off incentive. Traffic to the Levi’s Facebook page saw 1500% more interactions, with their total amount of fans increasing by 35% over the course of the campaign. A spokesperson for Levi’s stated that the Facebook campaign was a very cost effective way to drive in new business and they will definitely use similar approaches in the future. To view the actual study, click here.
Currently, YouTube referrals represent more than 45% of all the referrals to the Dynomighty site. Company executives used to see even higher percentages prior to ramping up other marketing campaigns… but it still out-weighs everything else.
More importantly, the percentage of referrals from YouTube convert to a sale at around 50% – other site referrals typically convert at around 10%.
This shows that the depth of story telling in a video is far more effective towards making a sale and leads to a better conversion rate.
- How To Sell Products Using Only YouTube – A Reel Mighty Video Marketing Case Study (reelseo.com)
- Funny YouTube Videos Help Orabrush Make a Million Dollars in One Year (searchenginewatch.com)
- How to Use YouTube’s Analytics for B2B Marketing (hubspot.com)
JCPenney lingerie line with a goal to know more about Ambrielle customer and her fit concerns launched an exclusive strategy through online social mediums. It launched Ambrielle Team, a private online community dedicated to its lingerie line consumers, where the team became more aware of her fit and quality issues through a series of online discussions within the community. Participating members were invited to voice their opinions through discussion board, online activity and live online chats with the product team of JCPenney. The results have been very optimistic since the company has been able to foster extensively with their customers. Case study