spyder trap social media campaign strategy - chamilia case study
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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
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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
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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
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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
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• 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