©2011 eROI, INC. - CONFIDENTIAL AND PROPRIETARY

ARIAT

OCTOBER - NOVEMBER 2011

PHOTO CONTEST

©2011 eROI, INC. - CONFIDENTIAL AND PROPRIETARY

ARIAT EXPRESS YOURSELF

INCREASE FACEBOOK FANSDRIVE PRODUCT AWARENESS

Ariat approached eROI to create an online contest that lived within Facebook. eROI partnered with a third party platform to conform to Facebook’s new contest rules and the contest’s budget and goals.

The Express Yourself photo contest lasted for one month, October 3 - November 4, 2011, funneling Ariat fans through their Facebook page to the third party contest site. Fans entered the contest by taking a photo of Ariat gear and uploading it to the contest site for voting.

The twenty entries with the most votes won the chance to pick a pair of Ariat denim and boots from Ariat.com.

NEW FANS10K

GOAL:

K

photo contest

ACTUAL NEW FANS: 10,420

©2011 eROI, INC. - CONFIDENTIAL AND PROPRIETARY

321

ARIAT EXPRESS YOURSELFcontest strategy

FUNNEL FANSFOR SUCCESS

To accomplish the goals of the contest, we directed people to a custom Facebook page, (1) encouraging people to like the Ariat facebook page for (2) more contest information, and (3) directing fans to the contest site to enter, learn even more, or view and vote for entries.

This strategy focused on increasing Ariat Facebook fans by using Ariat’s existing social network to extend brand reach and funneling fans to interact with the contest site.

A combination of email, PPC ads, and Facebook posts directed Ariat enthusiasts to the contest.

©2011 eROI, INC. - CONFIDENTIAL AND PROPRIETARY

ARIAT EXPRESS YOURSELF

10,420 NEW FANS

466% 2011 MONTHLY AVG. NEW LIKES]

494% COMPARED TO SAME MONTH LAST YEAR]

Each fan photo to the left, represents 50 new fans, that liked Ariat during the Express Yourself photo contest.

performance: facebook fans

©2011 eROI, INC. - CONFIDENTIAL AND PROPRIETARY

NOVEMBER 2:LAST CHANCE EMAIL NEW LIKES HIT AT AN

ALL TIME HIGH

ARIAT EXPRESS YOURSELFperformance: last chance email

NEWLIKES969] The most successful contest email

directed people to the Facebook tab.

The subject line used urgency and incentive to grab Ariat enthusiasts, getting them to open, and click. The email had one, clear message and call to action, making the ‘ask’ very clear.

©2011 eROI, INC. - CONFIDENTIAL AND PROPRIETARY

ARIAT EXPRESS YOURSELFperformance: post power

13.03% FEEDBACKNumber of comments and likes per impression.

] Increase over average contest post’s feedback1621%

16 COMMENTS

] More comments than average contest post’s comments

440%

76 LIKES

] More likes than average contest post’s likes346%

Everyone loves free.

The most successful contest post is short and direct. The main message is ‘FREE’ in all caps and is repeated five times.

3,579 OVERALL POST LIKES

MOST SUCCESSFUL POST:

30,282 IMPRESSIONSNumber of times the post was viewed on your wall, your fans’ walls, and your fans’ friends’ walls.

] Increase over average contest post’s impressions190%

2ND MOST SUCCESSFUL:

People are natural competitors.

Ariat’s second most sucessful post was the recap posts. The post sold the contest and reminded fans about the contest in a new format: by incorporating the standings and prompting people to compete to be in the top twenty entries.

1,463,210 OVERALL POST VIEWS

©2011 eROI, INC. - CONFIDENTIAL AND PROPRIETARY

206 HOURSOF BRAND EXPOSUREOVER THE LIFE OF THE

CONTESTAssuming each of the 74,257 visitors to the contest site spent, on average, 10 seconds with the Ariat brand— either on Facebook, the contest site, email, or PPC ads, it equals almost 206 hours of Ariat brand exposure.

ARIAT EXPRESS YOURSELFperformance: brand exposure

©2011 eROI, INC. - CONFIDENTIAL AND PROPRIETARY

ARIAT EXPRESS YOURSELFkey learnings

306% MORE CONTEST SITE VIEWS

THAN FANGATE

74,257 TOTAL VIEWS

CONTEST SITE MOST VIEWS 3,760

23,451 FACEBOOK TAB VIEWS

Learning: Link directly to the FangateThe posting strategy started out slow and consistent, with high engagement metrics.

Ariat’s wall posts used the contest site link, shifting the audience away from the fanpage lowering additional Facebook likes. The contest site only requires that a visitor ‘like’ the fanpage when entering the contest and not to visit, vote, or comment.

Visitors to the fangate liked Ariat at a 44% rate. Directing people to the contest site, instead of the fanpage, may have resulted in a loss of 9,250 new facebook fans.

Learning: Coordinate email marketing effortsThe two most successful days of the contest correspond to email sends. Coordinating email marketing efforts with posting strategy and PPC campaigns, can maximize fan engagement and leverage past learnings for optimal ROI.

Overall: Maintain focus, fuel competition, streamline messaging and stay consistent with strategy.

For extra brand visiblity: use a vanity URL to direct people to the facebook tab.

FANPAGE MOST VIEWS 969