classflow "dynamic teacher" house party
TRANSCRIPT
Final Report: ClassFlow™ Dynamic Teacher
House Party
Party Day: 8/27/16
3 © 2016 House Party, Inc.
Executive summary
4 © 2016 House Party, Inc.
Campaign overview
The Goal:
Promethean partnered with House Party, Inc. to promote ClassFlow™ — specifically, to:
• Generate new ClassFlow™ accounts • Drive UGC • Increase social media activity
The Plan:
House Party designed an influencer marketing program that engaged and activated 15,000+ consumers (targeting female teachers ages to spread the word about ClassFlow™ to friends, family, and fellow teachers in person and across social networks. The 1,000 most engaged and socially savvy were rewarded with a talk-worthy Party Pack to help them share ClassFlow™ with friends, family, and teachers both online and off The Result:
• The campaign generated over 16 million impressions, 96% of which were earned media impressions
• Participants uploaded 600+ photos and shared over 5,000 pieces of content on social media
• Participants posted over 190,000 times on Facebook and over 3,000 tweets on Twitter
5 © 2016 House Party, Inc.
Weeks of consumer engagement drive conversations, content, advocacy and lasting impact
Apply • Identify & Recruit
advocates • Brand Engagement
begins
Compete • Social media
spreads • Content creation
Plan & Promote • Hosts selected • Guests invited • Engagement continues
Party Pack • Brand in hands • Excitement grows • Social chatter continues
Party Day • Memorable experience • Photos & videos shared • WOM spreads, online & off
Promote & Purchase • Try & Buy • Talk & Share
Ongoing Recommendations • Conversation continues • Brand love spreads
Reac
h an
d en
gage
men
t
Time
6 © 2016 House Party, Inc.
Advocates across the country got together to try ClassFlow™
7 © 2016 House Party, Inc.
Enthusiastic ClassFlow fans shared photos…
8 © 2016 House Party, Inc.
…engaged with the brand and one another on our platform…
9 © 2016 House Party, Inc.
…and spread the word to the masses across social media
10 © 2016 House Party, Inc.
Results summary
Reach
Participants1
15,607
Total impressions
Earned media impressions
Engagement
Hours of brand engagement
89,342
Opt-ins
5,020
1,317 Discussion posts/comments
628 Photos
5,683 Social shares
Sales
For future campaigns, sales and ROI data are available through third-party partnerships with Nielsen or Datalogix
Branding
+57 pts Favorability
+63 pts Advocacy-intent
+50 pts Likelihood to sign up
Note: brand metrics cited here are for party guests 193,874
Facebook posts/comments Unique people reached
4,074,009
96%
16,610,008
+51 pts Marketing receptivity
1: Includes hosts, guests and applicants
12 © 2016 House Party, Inc.
REACH: word spread to over 4 million unique people
Unique People
Reached: ≈
4,074,009
“Innovative and a necessity for all modern classrooms!”
buttafly615
“A wonderful classroom tool, that helps teachers and assistants out very much”
wendym123
13 © 2016 House Party, Inc.
ENGAGEMENT: consumers posted and commented to Facebook over 190,000 times
Source Engagement type Total
Social media Facebook posts & comments 193,874
Tweets 3,357
House Party site
Discussion posts & comments 1,317
Photo uploads 628
Social shares 5,683
Reviews (4.7 out of 5) 261
14 © 2016 House Party, Inc.
ENGAGEMENT: consumers engaged with ClassFlow™ for nearly 90,000 hours
Hours of brand engagement:
89,432 Opt-ins 5,020
31,310
4,461 37,685
2,066 13,820
Party Planning Conversation
Party Site Social Media
22 © 2016 House Party, Inc.
Appendix
23 © 2016 House Party, Inc.
Host recruitment
House Party drove interest through a variety of channels:
• The main party site, which presented the party opportunity to prospective hosts and contained a comprehensive screener application
• House Party and ClassFlow™ social media channels
• A host recruitment email that was deployed to the House Party database
In total, 5,197 consumers applied to host the ClassFlow™ Dynamic Teacher House Party
24 © 2016 House Party, Inc.
Top 5 states:
Party hosts
Gender:
Age:
4%
96%
Male
Female
12%
50%
29% 9% 25-29
30-39
40-49
50+ 0%
2%
4%
6%
8%
10%
FL TX NY CA GA
10%
8%
5% 5% 5%
27 © 2016 House Party, Inc.
Branded party site
Hosts were led to the
ClassFlow™ Dynamic Teacher
House Party website, where
they:
• Sent and tracked invitations
• Communicated with guests
• Shared and viewed photos and videos
• Read and commented on
Announcements and Conversations
• Received online party updates
• Downloaded party favors
• Viewed #ClassFlowParty tweets
• Viewed and Liked ClassFlow™ on
houseparty.com/event/classflow
28 © 2016 House Party, Inc.
Branded party site (cont.)
Branded emails and
announcements were
deployed and managed
throughout the campaign:
• 23 emails were sent
• 6 House Party-initiated
discussions took place on
the website
• 1,118 partygoer-initiated
discussions took place on
the website
29 © 2016 House Party, Inc.
Branded party site (cont.)
The Party Site featured:
• Lifestyle and product shots
• Promotional boxes
• ClassFlow™ logos
• Links to the ClassFlow™
website
• Plug-ins for ClassFlow™
social channels
30 © 2016 House Party, Inc.
Branded party site (cont.)
The Party Site also featured
downloadable party favors to
drive engagement:
• Printable Invitation
• ClassFlow™ Dynamic Teacher House Party Planning Guide
• ClassFlow™ Logo
• Welcome Sign
• 1 Day + 1,000 Parties
• Photo Booth Props
• Photo Booth Sign
31 © 2016 House Party, Inc.
Party pack
The party pack consisted of:
• 1 $10 Visa gift card
• 1 set of photo booth props
• 2 photo booth backdrops
• 11 informational ClassFlow™
brochures
• 11 ClassFlow™ sunglasses
• 11 “Your ClassFlow™ Resources”
handouts