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.
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.
Platforms Used
- Facebook
- Pinterest
- Instagram
- Tumblr
- Foursquare
- Twitter
Approach Used
- 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
The Numbers
- 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.
Burger King launched a viral marketing campaign for it’s TenderCrisp chicken sandwich through the internet, television and print campaigns. While all modes were successful, the ‘Subservient Chicken’ website became an astonishing success story and gained massive popularity amongst the online fraterinty. The interactive website had a man dressed up as a chicken and performing a wide range of actions based on user’s input justifying the Burger King Mantra – get chicken as you like it. This campaign was further extended to internet chatrooms to utilize the online social media user base and worked wonders to promote Burger King’s TenderCrisp chicken. Case Study
In order to spread awareness and enhance sales of 1/3 Less Fat Philadelphia Cream Cheese by Kraft, the company came up with innovative idea. The word-of-mouth campaign targeted audiences through a series of authentic blog articles and videos of Adam and Tyler’s interactions. Additional online buzz for the campaign was created by seeding the videos, as well as Bloopers, to YouTube in order to raise traffic to www.AdamAndTyler.com. The campaign generated over 535,088 direct online conversations, 7,000 video views and 50,000 blog views. Case study
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
In order to build an emotional connection between Fiskars Brands crafting division and its customers, the company went in quest to recognize its four customers to become Fiskars ambassadors. The ambassadors spread word to mouth popularity and posted their comments on Fiskars blog which in turn strengthened its customer relationships. These ambassadors also participated in discussions, online chats and tradeshows. The Fiskateer movement launched since June 2006 has been able to create more than 815 members in 45 states and received over 130,000 visits to its website/blog from 40 countries. Case study
Pod created an interesting strategy to generate brand awareness for Peerflix, where it crafted an online game titled Peerflix Paparazzi that depicted celebrities behaving badly. The game indulged users to take up the role of paparazzi photographer who was required to capture precious shots of the celebrity. The viral campaign generated immense interest and attracted millions of visitors via unpaid media and nearly 5% of game players visited Peerflix site. Case study
To promote Warner Brother’s movie Firewall, Pod turned up with an exclusive marketing idea of popularizing it through online games based on the movie. One of the most popular games was ‘Inside the Firewall’ which required players to escape from a room by solving clues. It also contained few scenes from the original movie which generated immense audience interest. The campaign achieved over 475,000 gameplays and nearly 38% of the players clicked through the movie trailer. Case Study
To help The Travel Channel achieve its objective, Room 214 designed complete MavenMaps on the blogosphere, offered online chatting, established channel’s presence on numerous networking sites and interacting with channel’s numerous social networking sites. Ultimately, they found out 7 distinct classes of social media influencers, recorded 15,631 online chats and found that 80% considered the channel favorably. This exercise resulted in 200,176 online community members for the channel. Case study
The Well designed a social networking site for People to People Student Ambassador Programs to encourage alumni participation, let them select better students and allow future students and their parents to find out about new programs and apply for them. They used freeware and “Mash-Up” technology, thus reducing the cost. Consequently the participation of alumni and students increased. The site will recover 10 times the value of its actual investment. Case study