case study: carhartt, facebook app user-generated campaign

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Case Study: Carhartt User Generated Campaign 1

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Slide 1: Case Study: Carhartt User Generated Campaign Slide 2: 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. Slide 3:The Problem: Carhartt wanted to increase engagement on Facebook by increasing Likes and opt-ins. Slide 4: Social Media Facts: 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. Slide 5: Social Media Facts: “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 ] Slide 6: 44% of Online Sharing Occurs on Facebook Slide 7: Our Solution: WhiteCloud Marketing (wholly owned sub of Maven Analytics) recommended a WhiteFire Social User Generated Campaign. Slide 8: 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. Slide 9: 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 Slide 10: Facebook App Main Page: Carhartt User Generated Campaign Slide 11: The Results Facebook Likes increased by over 100,000 during the campaign Almost 6K new email registrations Slide 12: 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. Slide 13: The Results 219% Lift on Sharing Total Social Lift including Facebook referrals was 1,627% on Paid Media drivers Slide 14: Our Clients

TRANSCRIPT

Page 1: Case study: Carhartt, Facebook App User-Generated Campaign

1

Case Study: Carhartt User Generated

Campaign

Page 2: Case study: Carhartt, Facebook App 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.

Page 3: Case study: Carhartt, Facebook App User-Generated Campaign

3

The Problem:

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

Page 4: Case study: Carhartt, Facebook App User-Generated Campaign

4

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:

Page 5: Case study: Carhartt, Facebook App User-Generated Campaign

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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:

Page 6: Case study: Carhartt, Facebook App User-Generated Campaign

644% of Online Sharing Occurs on Facebook

Mashable, 2010, infographic created by @jeffwongdesign

Page 7: Case study: Carhartt, Facebook App User-Generated Campaign

7

Our Solution:

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

Social User Generated Campaign.

Page 8: Case study: Carhartt, Facebook App User-Generated Campaign

8

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.

Page 9: Case study: Carhartt, Facebook App User-Generated Campaign

9

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

Page 10: Case study: Carhartt, Facebook App User-Generated Campaign

10

Facebook App Main Page: Carhartt User Generated Campaign

Page 11: Case study: Carhartt, Facebook App User-Generated Campaign

11

The Results:

Facebook Likes increased by over 100,000 during the campaign

Almost 6K new email registrations

Page 12: Case study: Carhartt, Facebook App User-Generated Campaign

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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.

Page 13: Case study: Carhartt, Facebook App User-Generated Campaign

13

The Results:

219% Lift on Sharing

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

Page 14: Case study: Carhartt, Facebook App User-Generated Campaign

14Clients:

Financial Consumer