Kotex launched a creative, low cost, well executed advocacy/influencer campaign using Pinterest. Great video below expanding on how they did it and what the results were.
Kotex first looked through thousands of women’s pinboards in search of 50 power users with a large number of engaged followers on Pinterest who could be future Kotex customers. They then studied the 50 women’s boards to get a better understanding of some of the things they are passionate about. After the analysis, they created custom gift boxes for each woman filled with goodies they believed would resonate with them. I would estimate they invested between $50 and $100 per gift box.
Upon receiving the gifts, almost all 50 did as Kotex had hoped. They talked about Kotex online. Kotex then asked the women to reciprocate by opting in to the campaign to share their stories about the cool gifts they got.
At the time of the video below, there had been 2,000 interactions between the 50 women and their friends and almost 695,000 impressions.
Okay, I applied for the job. So did everyone I know last year when Queensland, Australia conducted a highly visible marketing campaign aimed at increasing awareness of, and visits to, the region.
It was, essentially, a contest. But it was packaged as a job — for six months, the winning “applicant” would be flown first class to the Great Barrier Reef from anywhere in the world, where your only tasks would be to feed the dog, clean the pool from time to time, and blog about how amazing it is being there. All expenses paid. Oh, and a salary of USD$8,800 per month.
While traditional advertising and public relations supported the campaign, this was one that was won in social media.
(NOTE: During this beta period, this is the only case study using the Regions category. Case studies will be categorized by region by the end of February.)
The Great Bear Rainforest is one of the few truly wild places remaining in B.C. until a few years ago, there were no concrete, long-term plans in place to preserve it.
To try to pressure the provincial government to ratify a protection agreement, Greenpeace Canada, ForestEthics, and the Sierra Club of B.C. launched the “Keep the Promise: Save the Great Bear Rainforest” campaign in fall 2008. Capulet Communications was brought onboard to run the social media components, which included a Facebook group that attracted more than 4,000 members and became the hub for online activities. Other tactics used included a “Bear Your Soul” Flickr Contest, local blogger outreach, and both Twitter and YouTube presences.
In the end, the government promise to protect one third of the globally significant rainforest was fulfilled. Full Case Study
Carnival Cruise Lines thinks it’s pioneered the use of social media to build customer loyalty and satisfaction. Its campaign included launching a blog, a Twitter stream, Flickr photostreams, and a web site offering a virtual interactive tour, an online community/ social network offering photo/ story sharing, scrapblogging, trip planning, event organizing. The target audience was travel agents and new as well as existing customers. The results — more than one million hits on the web site and more than 20,000 online bookings Case Study
Humana, one of America’s largest and most reputed health-care companies, is using social media to promote its new initiative: Freewheelin’, a bicycle sharing program with a community of health-friendly participants at its core. The social media campaign started with identifying biker groups in each city using Meetup.com and arranging group rides for word-of-mouth initiatives. Participants were given information sheets about Freewheelin and encouraged to upload their videos and photos. A Facebook page, a blog, blogger outreach program and Twitter stream were then adopted. The results – 41,000 miles ridden and 1.2 million calories burned in total Case Study
Mission Skincare hired Swirl to promote a new personal product – high performance, athlete-engineered skincare. The objective was to increase brand awareness online and drive traffic to Mission Skincare’s website. Swirl reached out to influencers and consumers and giving them the product free for testing. Swirl used a Flickr Photo Finish Group encouraging people to share their training secrets. Charlie Engle, a partner athlete used twitter to promote the product as he ran across USA. A Facebook community, a dedicated blog and YouTube Channel were also used in the promotion. The results – up to 60 visits a day on Mission Skincare website Case Study
Purnia with an objective to realistically add original content and grab the attention of pet lovers so that they could return to the site, launched a web platform called Pet Charts, a definitive guide to the best pet-related photos, videos articles and blog posts online. The web platform was developed to so that in a single visit pet-lovers could get their fix of funny, entertaining and informative content and the entire experience was presented by Purina. It also had an option where the visitors could vote for their favorites to move them higher up the charts. The results have been very impressive as Pet Charts has quickly grown into one of Purina’s top 5 most-trafficked properties and has turned to be a favorite of the pet community. Case study
“philosophy”, a skincare company with an objective to build brand loyalty with new visitors launched a Mother’s Day-inspired contest where it encouraged clients to share their mother’s philosophies at www.yourmomsphilosophy.com. Philosophy promoted its clients to share personal stories and pictures online with their “Your Mom’s Philosophy” campaign, which they implemented and managed using Bazaarvoice Stories. The results were exceedingly inspiring since it received more than 1,000 stories and nearly 39% of all site traffic originated on the Stories page. Case study
The Mac Business Unit at Microsoft (MacBU), with a goal was to provide support to the Mac blogger communities and increase their visibility within these communities, initiated “Blogger Lounge” at the recent Macworld conference in San Francisco. The Lounge supported the Mac blogger community by providing free, fast internet access and a comfortable environment for people to write about their experiences at Macworld. In addition, people got a chance to meet fellow bloggers from Microsoft. The initiative turned out to be tremendously successful in terms that it received the presence of an average of 50 bloggers per day in the Lounge, 96 posts mentioning the Microsoft Blogger Lounge were posted also nearly 26 photos were posted to Flickr. Case study
American Skiing Company wanted to explore marketing opportunities within the social media that could blend societal nature of skiing and improve the consumer’s experience. They came up with an exclusive and innovative All for One multi-resort season pass and launched a website MyA41which provided an opportunity to all multi-resort passholders to connect through social media. The program was a huge success and witnessed a participation of 3,900 All for One season passholders with an average member age of 42. Case study
