spyder trap social media campaign strategy - chamilia case study

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


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


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


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


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


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


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


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


MOTHER’S DAY GIVEAWAY METRICS: FACEBOOK9,000+ New Likes

~11 million Impressions


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


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


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


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


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


MOTHER’S DAY CONTENT SAMPLE


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


• 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?


CONCLUSIONFor more, visit:• www.chamilia.com• www.spydertrap.com

Questions?• [email protected]• @jennasbennett• https://www.linkedin.com/in/jennasbennett

http://www.chamilia.com/

http://www.spydertrap.com/

spyder trap social media campaign strategy - chamilia case study

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