Case study: Carhartt, Facebook App User-Generated Campaign

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    01-Dec-2014
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Slide 1: Case Study: Carhartt User Generated Campaign Slide 2: The Client: Carhartt, Crowd-sourcing Facebook App Carhartt Inc., is a U.S.-based clothing company founded in 1889. It is still a family-owned company, owned by the descendants of company founder Hamilton Carhartt, with its headquarters in Dearborn, Michigan. Slide 3:The Problem: Carhartt wanted to increase engagement on Facebook by increasing Likes and opt-ins. Slide 4: Social Media Facts: 1 in 4 respondents have 4 or more active social network accounts More than one quarter access their Facebook or Twitter accounts at least once a day via their mobile phones. Slide 5: Social Media Facts: “We knew that these sites are extremely popular for socializing, but the level of interest for branding and promotional marketing content is surprisingly large.” [ Scott Haiges, president of ROI Research Inc. http://www.roiresearch.com/snet.aspx ] Slide 6: 44% of Online Sharing Occurs on Facebook Slide 7: Our Solution: WhiteCloud Marketing (wholly owned sub of Maven Analytics) recommended a WhiteFire Social User Generated Campaign. Slide 8: Our Solution: Users could upload images or videos on how they have creatively used their clothing. Campaign users could then share their images with friends on Facebook, Twitter and via eMail. Slide 9: Our Solution Every share provided an additional ballot to the user. Users were offered spot prizes for adding an entry and the top creative photos or videos were granted grand prizes Slide 10: Facebook App Main Page: Carhartt User Generated Campaign Slide 11: The Results Facebook Likes increased by over 100,000 during the campaign Almost 6K new email registrations Slide 12: The Results 50,000 plus consumer voter interactions Top 20 influencers brought in 8% of all the new email registrations. One influencer brought in 88 potential customers. Slide 13: The Results 219% Lift on Sharing Total Social Lift including Facebook referrals was 1,627% on Paid Media drivers Slide 14: Our Clients

Transcript of Case study: Carhartt, Facebook App User-Generated Campaign

  • 1. 1Case Study: Carhartt User Generated Campaign
  • 2. 2 The Client: Carhartt, Crowd- sourcing Facebook App Carhartt Inc., is a U.S.-based clothing company founded in 1889. It is still a family-ownedcompany, owned by the descendants of company founder Hamilton Carhartt, with its headquarters in Dearborn, Michigan.
  • 3. 3 The Problem:Carhartt wanted to increase engagement on Facebook by increasing Likes and opt-ins.
  • 4. 4 Social Media Facts:1 in 4 respondents have 4 or more active social network accountsMore than one quarter access their Facebook or Twitter accounts at least once a day via their mobile phones.
  • 5. 5 Social Media Facts: We knew that these sites are extremely popular for socializing, but the level of interest for branding and promotional marketing content is surprisingly large.Scott Haiges, president of ROI Research Inc.http://www.roiresearch.com/snet.aspx
  • 6. 44% of Online Sharing Occurs on 6 FacebookMashable, 2010, infographic created by @jeffwongdesign
  • 7. 7 Our Solution:WhiteCloud Marketing (wholly owned sub ofMaven Analytics) recommended a WhiteFire Social User Generated Campaign.
  • 8. 8 Our Solution: Users could upload images or videos on how they have creatively used their clothing.Campaign users could then share their imageswith friends on Facebook, Twitter and via eMail.
  • 9. 9 Our Solution: Every share provided an additional ballot to theuser. Users were offered spot prizes for adding an entry and the top creative photos or videos were granted grand prizes
  • 10. 10 Facebook App Main Page:Carhartt User Generated Campaign
  • 11. 11 The Results:Facebook Likes increased by over 100,000 during the campaignAlmost 6K new email registrations
  • 12. 12 The Results:50,000 plus consumer voter interactionsTop 20 influencers brought in 8% of all the new email registrations.One influencer brought in 88 potential customers.
  • 13. 13 The Results:219% Lift on SharingTotal Social Lift including Facebook referrals was 1,627% on Paid Media drivers
  • 14. Clients: 14Financial Consumer