Jenna bennett smbmsp presentation 071814 final
-
Upload
jennasbennett -
Category
Social Media
-
view
227 -
download
0
description
Transcript of Jenna bennett smbmsp presentation 071814 final
CHAMILIA JEWELRYADDING SOME “SPARKLE” TO SOCIAL MEDIA SUCCESS
CHAMILIA MOTHER'S DAY CAMPAIGN2
WHO IS CHAMILIA?• Locally based in Minneapolis,
acquired by Swarovski last year
• Products inspired by every woman’s life story- especially target demographic 30-50 year old moms
• Over 600 exclusively designed charms plus bracelets and earrings
• Big on sentiment and story
CHAMILIA MOTHER'S DAY CAMPAIGN3
CAMPAIGN OPPORTUNITY• Chamilia has three key seasonal
touchpoints: Holiday, Valentine’s Day and Mother’s Day
• Mother’s Day was an opportunity to reach the target demographic and rapidly increase page likes/followers and engagement
• We knew we could achieve this goal through paid spend and a giveaway
• The campaign was a concentrated effort around the themes of family ties, relationships, and making memories
CHAMILIA MOTHER'S DAY CAMPAIGN4
MOTHER’S DAY CAMPAIGN: SUMMARY
Campaign dates: April 14 – May 11 • Channels: Facebook, Pinterest, Twitter• Target markets: Boston, Philadelphia• Goals: Gain likes, generate buzz, support
target markets• Content-driven messaging across organic &
paid• Giveaway offered charms & grand prize
CHAMILIA MOTHER'S DAY CAMPAIGN5
MEDIA COMPARISON
97.5%
2.5%
TVDgital
Traditional: National TV• Extensive :30 ad buys on TV• One conversion point
Digital: Facebook• Conservative in resource
allotment• Multiple conversion points
CHAMILIA MOTHER'S DAY CAMPAIGN6
BENCHMARKS
Traditional: National TV• Extensive ad spend on television • Expected outcome: 8-10 million
impressions
Digital: Facebook• Outcome: ~11 million impressions,
9,000+ new Facebook fans, 35,300 engagement, nearly 3,000 giveaway participants
• With only 2.5% of resources TV Digital
0
2000000
4000000
6000000
8000000
10000000
12000000Impressions
Impressions
CHAMILIA MOTHER'S DAY CAMPAIGN7
CAMPAIGN STRATEGY: FACEBOOK
• Engage current fans to like, comment, share, and create stories
• Garner new fans through paid post boosting and page like promotions
• Tap into our very loyal following to become brand ambassadors
• Leverage the visual nature of the brand
CHAMILIA MOTHER'S DAY CAMPAIGN8
BOSTON – PAID PROMOTIONS PERFORMANCE• Promoted news feed posts to
consumers in Boston• Impressions- 339,626• Engagement- 6,469• Average Cost Per
Engagement: $0.25• 6,307 used store finder site• At a 3% conversion rate=
would mean a significant increase in revenue
CHAMILIA MOTHER'S DAY CAMPAIGN9
PHILADELPHIA – PAID PROMOTIONS PERFORMANCE• Promoted news feed posts to
consumers in Philadelphia• Impressions- 186,970 • Engagement- 2,312• Average Cost Per
Engagement: $0.22• 1,850 used store finder site• At a 3% conversion rate=
would mean a significant increase in revenue
CHAMILIA MOTHER'S DAY CAMPAIGN10
MOTHER’S DAY GIVEAWAY METRICS: FACEBOOK9,000+ New Likes
~11 million Impressions
CHAMILIA MOTHER'S DAY CAMPAIGN11
ORGANIC VERSUS PAID: FACEBOOK
Post Reach: Organic vs. Paid
Summary:• Paid ads
significantly increased fan growth and post reach
• These paid ads garnered more new page likes in 4 weeks than over the last 2 years
CHAMILIA MOTHER'S DAY CAMPAIGN12
CAMPAIGN STRATEGY: PINTEREST
• Engage current fans to repin posts from the board “#MemorableMom”
• Garner new fans organically through a pin to win campaign- win charms/enter for grand prize
• Leverage the visual nature of the brand
CHAMILIA MOTHER'S DAY CAMPAIGN13
Performance:• Fans shared stories, sentiments and memorable quotes from their
mothers or about being a mother• “#MemorableMom” Pinterest board generated an additional 700+
followers and had a 100% re-pin rate• 2,373 impressions- all-time high for the brand• 1,026 in reach
MOTHER’S DAY GIVEAWAY METRICS: PINTEREST
CHAMILIA MOTHER'S DAY CAMPAIGN14
CAMPAIGN STRATEGY: TWITTER
• Use partnerships on Twitter with preferred retail partners for retweets
• #MemorableMom hashtag• Drive visitors to Facebook
and Pinterest for contest entries but maintain buzz via Twitter hashtag
• Build community and gain a loyal audience for deals and giveaways
CHAMILIA MOTHER'S DAY CAMPAIGN15
MOTHER’S DAY METRICS: TWITTER
Performance:• Achieved higher link clicks compared to
any previous month• 150 new followers• 5,773 link clicks• 111 mentions• 38 re-tweets• Number of people who saw tweets =
16,790
CHAMILIA MOTHER'S DAY CAMPAIGN16
MOTHER’S DAY CONTENT SAMPLE
CHAMILIA MOTHER'S DAY CAMPAIGN17
MOTHER’S DAY SENTIMENT• Fans were not just liking/commenting: They
were sharing stories and sentiments• This is a crucial step in moving from outbound
marketing, to inbound customer retention
CHAMILIA MOTHER'S DAY CAMPAIGN18
• Generated 9,000+ new page likes in four weeks- more than the last 2 years combined
• ~11,000 impressions• Increased page traffic and
conversation among fans• Awesome engagement!• Nearly 3,000 giveaway participants
• 500+ of which became new likes on Facebook
DID IT WORK?
CHAMILIA MOTHER'S DAY CAMPAIGN19
CONCLUSIONFor more, visit:• www.chamilia.com• www.spydertrap.com
Questions?• [email protected]• @jennasbennett• https://www.linkedin.com/in/jennasbennett