Post on 03-Jul-2015
description
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 –
modest on budget
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
RESOURCE BREAKDOWN
97.5%
2.5%
TV
Dgital
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
0
2000000
4000000
6000000
8000000
10000000
12000000
TV Digital
Impressions
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: FACEBOOK
9,000+ 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
MOTHERS’ 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
• All on a modest budget
DID IT WORK?
CHAMILIA MOTHER'S DAY CAMPAIGN19
CONCLUSION
For more, visit:
• www.chamilia.com
• www.spydertrap.com
Questions?
• jbennett@spydertrap.com
• @jennasbennett
• https://www.linkedin.com/in/jennasbennett