conceptbakery showcase: STAINTALK
Carbona is the oldest manufacturer of stain removal products in the U.S. Our task was to introduce a brand and find evangelists on a limited budget. Most media budgets were zero and all campaign promotion was done via Facebook, Twitter, blogs and other third-party websites.
1. We created a social media story called StainTalk for long-term connections within our target audience. We didn’t build the campaign around the name Carbona to avoid limiting conversation to just brand-centric topics. StainTalk launched on Facebook (http://facebook.com/staintalk), Twitter (http://twitter.com/staintalk) and a microsite (http://staintalk.com). We then offered free samples on Facebook/Twitter. Almost 20,000 users subscribed to a mailing list within 24 hours. Samplers provided valuable feedback of brand recognition in a survey.
2. Users uploaded stain photos for free samples. Over 1,500 photos were shared at the microsite. The participation rate was over 20% for a survey focused on packaging, pricing and demographic information for samplers. The community then voted for the top photo. As a cause marketing project, Carbona donated to a selected charity per vote.
3. We built on brand recognition and had fun with invented sickness Stainblindness. Social Plugins were used on the microsite and Facebook had a customized landing page and Wall announcements.
4. We relaunched the online store (http://carbona.com), as a customer alternative, and added to the Facebook Page, one click away from StainTalk’s existing conversation. For relaunch promotion, we gave away an iPad 2. Every participant in the sweepstakes also received a coupon code. Results: over 2,200 new fans within a week, high traffic on the Wall and significantly increased traffic and sales at Carbona.com.
On Facebook: 12,000 fans, up to 125 Likes/comments per day and up to 10,000 daily News Feed impressions.
On Carbona.com: growths in revenue (40%) and traffic (20%). More than 12,000 samples shipped.