Route 66 Harley Davidson, a dealership in Tulsa, OK created a 12 day themed texting/SMS campaign featuring a 20% discount on a different product from their retail department each of the 12 days. From $500 helmets to T-shirts. They increased walk-in traffic, retail sales, and high-dollar item sales as a result. The “12 Days of Christmas” was used as their theme and ran from Dec 12 – 24, 2011.
Notable Results
- T-shirt sales up 250%
- Motorcycle sales up – no conclusive data
- Helmet one day sales matched previous week’s 7 day total
- 16% increase in leather jacket sales
- Walk-in traffic up – inconclusive as to actual #
>Read full Harley Davidson case study here.
A singular focus proves successful. By holding true to their philosophy to only provide content that helps their visitors find more ways to look better and feel better after using their products, Burt’s Bees found the formula for success in converting visitors to paying customers. They are practicing the “dynamic liquid content” methodology Coke has been preaching since late 2011.
Burt’s Bees was founded in 1984. They started by selling beeswax candles and have grown into a global brand making over 150 natural personal care products. Their mission is to “try to make people’s lives better every day–naturally.”
Secrets To Their Success
- Emphasis on launching new products
- Convert views to dollars
- Interactive and compelling content
- Use content that supports the message
- Make it easy to buy
You can read the full case study here..
Staropramen CoolKeg can cool itself to a temperature of 41ºF in an hour devoid of chemicals and electricity and keep it for 12 hours. To bring out this unique product to the masses and fulfill the goal of open-air keg parties, OUTBREAK conducted campaigns to figure out opinion leaders, make them taste the product and receive their judgment. The outcome was great as each leader addressed about 103 people. Case study
Johnson & Johnson launched its first lubricant K-Y INTRIGUE in an unusual way by inviting young female Influencers to talk on intimate topics to the customers. Different kinds of parties in sensual themes were hosted for the VIPs where sensual dance teachers and sex educators increased the bold nature of INTRIGUE. Lingerie fashion shows and sensual acts showcased the brand. 73% participants were positive about it and client-defined goal exceeded by 135%. Case study
Stock Plezn introduced herb spirit – Fernet Stock 8000. It was positioned as a consumer co-creation and self-expression and not a cocktail-spirit. Influencer marketing, product seeding and co-creation were used by searching for opinion leaders in bars of Czechoslovakia who invented recipes and rituals for FS8000. There was a contest for this via Mix Camp parties. Web pages were created to showcase the parties. Case Study