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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.
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