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Case Study: Carhartt User Generated

Campaign

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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.

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The Problem:

Carhartt wanted to increase engagement on Facebook by increasing Likes and opt-ins.

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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.

Social Media Facts:

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“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

Social Media Facts:

644% of Online Sharing Occurs on Facebook

Mashable, 2010, infographic created by @jeffwongdesign

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Our Solution:

WhiteCloud Marketing (wholly owned sub of Maven Analytics) recommended a WhiteFire

Social User Generated Campaign.

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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.

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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

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Facebook App Main Page: Carhartt User Generated Campaign

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The Results:

Facebook Likes increased by over 100,000 during the campaign

Almost 6K new email registrations

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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.

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The Results:

219% Lift on Sharing

Total Social Lift including Facebook referrals was 1,627% on Paid Media drivers

14Clients:

Financial Consumer