One Millionth Facebook Fan Party For Children’s Clothing Store

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.