Here are a few case studies that touch on everything
from social media to design, from reporting to search.
Most importantly, they met or exceeded objectives and goals.
How do we increase awareness for the Deb Shops brand and connect at a
deeper level with our audience, while at the same time driving sales?
We listened.
As we collaborated with Deb Shops to manage the social sites, we would frequently get contacted by girls asking how they could become a Deb model. Those questions inspired a campaign idea - The Deb Girl Model Search 2009! But not just any model search would do for these girls. We needed a model search that catered to their frequent online activity, and provided lots of opportunity for interaction.
The campaign was developed as a fully integrated multi-channel promotion, including in-store signage, a custom developed microsite and online voting platform, social media outreach, search engine marketing, and email marketing. The entire campaign was orchestrated to run from back-to-school up to homecoming, peaking at key milestones throughout that period.
As we collaborated with Deb Shops to manage the social sites, we would frequently get contacted by girls asking how they could become a Deb model. Those questions inspired a campaign idea - The Deb Girl Model Search 2009! But not just any model search would do for these girls. We needed a model search that catered to their frequent online activity, and provided lots of opportunity for interaction.
The campaign was developed as a fully integrated multi-channel promotion, including in-store signage, a custom developed microsite and online voting platform, social media outreach, search engine marketing, and email marketing. The entire campaign was orchestrated to run from back-to-school up to homecoming, peaking at key milestones throughout that period.
The campaign was a server crashing success!
With over 6500 contestants approved for the fully online contest, public voting on the website commenced and over 250,000 votes were received from registered users during the first phase of the contest which lasted four weeks. On the first day of voting over 12,000 people were hitting the server every minute, causing it to temporarily crash.
Contestants were encouraged to promote themselves on social networking sites, such as Facebook, MySpace, and YouTube, creating commercials and posting to blogs. The user generated content created a wave of organic search traffic for Deb Shops, and continues to have impact and drive sales.
Based on votes tallied from the public, guest judge and Project Runway Winner Jay McCarroll, and Deb Shops, the Top 10 semi-finalists were selected. In a surprise twist at the end of the contest, we selected two winners instead of one, a plus size, and a junior model, catering to both of Deb's core audiences.
The awareness and buzz the online promotion generated resulted in Deb Shops' highest sales month of the year. The number of fans in all social environments tripled, over 100,000 emails were added to the Deb Shops database, and Deb Shops engaged with their audience at completely new level.
With over 6500 contestants approved for the fully online contest, public voting on the website commenced and over 250,000 votes were received from registered users during the first phase of the contest which lasted four weeks. On the first day of voting over 12,000 people were hitting the server every minute, causing it to temporarily crash.
Contestants were encouraged to promote themselves on social networking sites, such as Facebook, MySpace, and YouTube, creating commercials and posting to blogs. The user generated content created a wave of organic search traffic for Deb Shops, and continues to have impact and drive sales.
Based on votes tallied from the public, guest judge and Project Runway Winner Jay McCarroll, and Deb Shops, the Top 10 semi-finalists were selected. In a surprise twist at the end of the contest, we selected two winners instead of one, a plus size, and a junior model, catering to both of Deb's core audiences.
The awareness and buzz the online promotion generated resulted in Deb Shops' highest sales month of the year. The number of fans in all social environments tripled, over 100,000 emails were added to the Deb Shops database, and Deb Shops engaged with their audience at completely new level.
Create new websites to generate awareness and distribution of a
growing portfolio of prepared foods, premium ingredients, and
distinctive condiments, and to increase trial of its products among
consumers, grocers, and foodservice professionals.
Phillips Foods is the largest supplier of "swimming blue crab" in the world,
serving restaurants, commercial foodservice establishments, and grocery stores
in North America, Asia, and Europe.
The company recently embarked on an aggressive campaign to diversity its product portfolio by adding other forms of protein to its product mix, including fish, shrimp, chicken, and beef. A key component of the strategy is to differentiate its products with sauces and preparations that are indigenous to the Pacific Rim, India, and other emerging sources of culinary innovation.
To add dimension to this exciting story, Phillips commissioned development of two new websites to reflect its expanding role as a global leader in the presentation of prepared foods, premium ingredients, distinctive condiments.
Key features of the new websites include:
Retail website (www.phillipsfoods.com)
The company recently embarked on an aggressive campaign to diversity its product portfolio by adding other forms of protein to its product mix, including fish, shrimp, chicken, and beef. A key component of the strategy is to differentiate its products with sauces and preparations that are indigenous to the Pacific Rim, India, and other emerging sources of culinary innovation.
To add dimension to this exciting story, Phillips commissioned development of two new websites to reflect its expanding role as a global leader in the presentation of prepared foods, premium ingredients, distinctive condiments.
Key features of the new websites include:
Retail website (www.phillipsfoods.com)
- The new site references Phillips' heritage, while updating the brand positioning with a clean, effective layout a more accessible user experience
- A Recipe Center driven by a new content management system offers favorite preparations from Phillips' Chefs, restaurateurs, and enthusiastic Phillips Foods lovers
- The site is now more engaging with the addition of video, feature stories about Phillips, and easier access to recipes
- Presentation of premium quality product, and clear direction to helpful information form the foundation of the new foodservice site
- Prominent links to new products and menu trends, along with a growing library of recipes, usage tips, and nutritional information now keeps the site fresh
Since launching the new sites, the level of site traffic and page views
have increased 35%, while the number of newsletter signups has increased tenfold!
Also, the sites have contributed to improved product distribution in grocery stores,
and increased trial of the new product lines among foodservice professionals.
Take the regionally successful RO*TEL Bowl Bound Sweeps from 2008 and
give it a national reach and lasting impact in 2009
Unlike last year's Bowl Bound campaign which stopped once the 13 weeks of
Big Ten football were done, this year we continued to build upon a social
media platform, raising brand awareness and driving trial that exponentially
builds as the weeks go by. Because the consumer engagement rate is so high,
it continues long after the football season ends and is supported by a
number of channels.
- A targeted media buy on BigTenNetwork.com and on all schools websites within the Big Ten drove traffic to the Sweeps via Flash banners.
- Guest blogger Lisa Fain, The Homesick Texan, a true RO*TEL evangelist helped seed the site by tapping into her very large Homesick Texan blog audience. She wrote a weekly blog entry on both RO*TEL.com and BigTenNetwork.com. Regular tweeting and tweet based RO*TEL case giveaways kept a dialogue open with football fans and queso fans alike.
- Since our program was about engaging folks who index high on Velveeta purchase, but weren't as familiar with RO*TEL and Queso dip, we adding a University of Rotel microsite to RO*TEL.com for fun recipes, gameday tailgating ideas, a store locater and mini-contests to submit user generated content about RO*TEL and queso.
- A WAP site gave users flexibility to answer quizzes or update contest entries from their smart phone - perhaps while at the game.
- RO*TEL fans have started many unofficial Facebook Groups. We wanted to revitalize these fans, thank them, and invite them to our official RO*TEL Facebook Fan Page that's filled with viral quizzes and features that are designed to keep them coming back over the course of the campaign and beyond.
- Working with Big Ten Network, our mobile text to enter drove sweeps entries and gave us the opportunity to reach out weekly with Big Ten trivia and ConAgra specials to those who opted in.
- Highest percentage of growth among ConAgra Brands for 2009
- #1 Recipe brand on ConAgra recipe site
- Opened up broader product distribution
- Sweeps entries up 6x over 2008
- Site traffic increased by almost 6x over 2008
- Mobile entries over 2x goal
- Coupons printed over 2x goal
- Banner response over 2x that in 2008
- Twitter followers almost 3x goal
- Facebook fans exceeded goal by over 30%
Create a user experience fitting of an iconic company's 100 year anniversary.
Build a web site that celebrates Black & Decker's rich history and looks forward to the next 100 years.
- Design an engaging timeline spanning 10 brands and 100 years.
- Present the nostalgia of the brand with historical moments while at the same time highlight the technology and innovation of the brand moving forward.
- Leverage historical photos and videos to capture interest and educate users - the renovation of the Statue of Liberty, the walk on the moon, and the Katrina disaster.
- Highlight product innovation through the Then & Now section. Present product shots of the original and current versions to demonstrate the progression of development and continued advances.
- Develop a custom-designed game that showcases products and encourages repeat play.
- Share long-time employee stories to demonstrate the experience of working at the company.
- Created an emotional connection with the brand.
- Showcased notable events within the US and demonstrated how Black & Decker was a part of them.
- Created experiential engagement with the audience through the online sweepstakes and giveaway resulting in repeat visits.
- Generated awareness of the 100-year milestone via the game. Used social integration with facebook and twitter to create a viral component.
