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.
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 2010, Nokia sought to introduce their free interactive map application to residents in Europe, Latin America, and Asia that owned smartphones. Their campaign targeted all Facebook users within those regions that were age 13 and older to inform them that their free GPS service could be used while walking or driving, without any restrictions. A secondary goal was also to show that Nokia was one of the innovative leaders in the world of smartphones.
- Nokia used Facebook to introduce their free GPS application
- Everyone 13 and older was targeted on 3 continents
- Additional goal of increased brand awareness for innovation
- Campaign focused primarily on two 24 hour periods
Over 408 million visitors were recorded with 104,330 connections within the two separate 24 hour trials. This represents about 10% of Nokia’s overall fans on Facebook. Over one million people downloaded Ovi Maps during the first week of the promotion alone. You can view the actual case study here.
Houlihan’s Restaurants, a chain that competes with the Appleby’s of the world, has taken a unique approach to marketing themselves online. Eschewing common advice to “go where the eyeballs are,” Houligan’s created a closed online community, letting it promote exclusive invitations to tasting events and other member-only events.
Backed by a 200,000-person email address list, the chain started by identifying its most active customers (those who participated in surveys, RSVPed to offers, etc.)
The chain’s community runs on the private-label Ning service. About 15 to 20 per cent are active members. “We gauge that by hits to the HQ site (when an e-mail is sent asking for feedback, to do a survey, etc),” Houligan’s digital marketing manager said.