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CASE STUDY: The Children's Place Celebrates A Million Facebook Fans

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Big Fuel
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Client Challenge ‣ Celebrate reaching the one millionth fan milestone with the community that made it possible ‣ Increase Facebook user engagement, fan acquisition and sharing ‣ Reward the community for their ongoing support 2
Big Fuel Approach ‣ Create an opportunity for Facebook Fans to celebrate the milestone with each other ‣ Invite influencers to participate in the conversation ‣ Reward the community with prizes and Facebook exclusive discounts 3
Program Execution: One Millionth Fan Party ‣ Who: Open to all fans of The Children’s Place ‣ What: Celebrate reaching the one millionth fan milestone ‣ Where: A virtual “party” on Facebook ‣ When: 9pm to 10pm EDT on July 26th ‣ How: Held in the form of a chat, moderated by celebrities Denise Richards, La La Anthony, Kelly Rutherford, and influential Mom Bloggers ‣Rewards: All party attendees received a 20% off coupon code and were eligible to win one of 375 gift cards 4
Program Results: One Millionth Fan Party ‣ Approximately 13,000 posts and over 10,000 unique authors contributed during the party ‣ 21,116 new fans, making for a 160% increase in fan growth ‣ 2,951 wall posts, a 1,900% increase over the prior week ‣ 10,588 likes and 4,641 comments ‣ 48,245 users registered to win 5

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CASE STUDY: The Children's Place Celebrates A Million Facebook Fans

  • 1.
  • 2. Client Challenge ‣ Celebrate reaching the one millionth fan milestone with the community that made it possible ‣ Increase Facebook user engagement, fan acquisition and sharing ‣ Reward the community for their ongoing support 2
  • 3. Big Fuel Approach ‣ Create an opportunity for Facebook Fans to celebrate the milestone with each other ‣ Invite influencers to participate in the conversation ‣ Reward the community with prizes and Facebook exclusive discounts 3
  • 4. Program Execution: One Millionth Fan Party ‣ Who: Open to all fans of The Children’s Place ‣ What: Celebrate reaching the one millionth fan milestone ‣ Where: A virtual “party” on Facebook ‣ When: 9pm to 10pm EDT on July 26th ‣ How: Held in the form of a chat, moderated by celebrities Denise Richards, La La Anthony, Kelly Rutherford, and influential Mom Bloggers ‣Rewards: All party attendees received a 20% off coupon code and were eligible to win one of 375 gift cards 4
  • 5. Program Results: One Millionth Fan Party ‣ Approximately 13,000 posts and over 10,000 unique authors contributed during the party ‣ 21,116 new fans, making for a 160% increase in fan growth ‣ 2,951 wall posts, a 1,900% increase over the prior week ‣ 10,588 likes and 4,641 comments ‣ 48,245 users registered to win 5