Case Study - Curvy Kate 12 Days of Christmas Presentation Transcript
12 Days of Christmas! Curvy Kate"mycleveragency"" Case Study"December 2011"
Full service social media agency thatteams up with companies to build theirbrand equity by leveraging all forms ofthe social web to create conversations,increase word of mouth and build lastingrelationships.!!!
" Curvy Kate are a fuller bust lingerie wholesaler who specialise in D-K cups!" Launched in 2009!" Voted D+ lingerie ‘Brand of the Year’ by UK retailers!" Fuller Bust ‘Brand of the Year’ 2011!
Objectives!" Increase brand awareness during the peak Christmas period !" Increase engagement with existing Curvy Kate Facebook fans to reach friends of the fans!" Capture email data of potential new customers for remarketing purposes!
Concept!" 12 days of Christmas!" Involve brands to promote the Sweepstakes and social media proﬁles!!
Concept!" Make the entry process easy by avoiding app authorisation!" Increase stickiness through daily prizes !" Build bespoke Facebook Sweepstakes tab!!
Artwork!" Establish campaign artwork!" Rotate a different piece of artwork each day !" Promote partner brands by showcasing and linking to their assets!
Artwork - Examples!
Step One!" Non-fans of the Curvy Kate Facebook Page would see a fan-gate encouraging them to ‘Like’ the Page before entering!" Fans would not see the fan-gate but be directed to the Sweepstakes tab as default!
Step Two!" The fan would have clicked on ‘12 Days of Christmas’ tab!" They would then enter name and email to enter Sweepstakes!" There was a tick option to opt in/out for Curvy Kate newsletter!!
Step Three!" Prompted to share with Facebook friends and will appear in the news feed!
Step Four!" There was a sharing option for more chances to win on the Sweepstakes!" For every 10 entries through shares the individual would gain an extra entry!!
Facebook Posts!" Daily posts updating fans on that days prize!" @mentioning featured partner brand to promote their Facebook Page !" Cross wall promotion to expose the Curvy Kate brand to the partner brands community!!
Facebook Posts - Reach!
Facebook Ads!" Facebook marketplace ads that linked directly to the Sweepstakes tab!!
Twitter!" Daily tweets updating followers of @CurvyKate on the prizes !" @mentioning the brand featured in that days prize to give extra exposure for said brand!!
Email!" Total email opt-ins was 8,556!" Received 1,034 in one day at it’s peak !!
Daily New Fans!" Averaged 264 new ‘Likes’ per day!" Prior to the Sweepstakes there had been a peak of 112 daily new ‘Likes’!!
Daily New Fans!
Total Likes!" Increased Facebook fans by 3,170!" 6,446 to 9,563 (48.3% increase)!" Constant growth over the 12 days!" Fans have continued to increase even after the Sweepstakes ﬁnished!!
Facebook - PeopleTalking About This
Talking About This…!" Is the number of people sharing stories about the Curvy Kate Facebook Page!" Stories include liking the Page, posting on the wall and commenting!" Increased people ‘Talking About This’ by 483% (at its peak)!!
Talking About This!
Facebook - DailyEngaged Users
Daily Engaged Users…!" Is the number of people who engaged with the Curvy Kate Facebook Page!" Prior to the Sweepstakes engaged users peaked at 543 people compared to a peak of 1,275 during the Sweepstakes!" 243% increase in post feedback!" Over 26,000 tab views!!
Daily Engaged Users!
Facebook - DailyReach
Daily Reach…!" Is the number of people who have seen content from the Facebook Page!" Reached 270,000 people in total over 12 days!" Increased reach by 84.2%!
Hannah Houston – Marketing & PR Manager! We were overwhelmed with the results from the 12 Days of Christmas campaign produced by MCA. The aim was to give something back to our fans but also raise awareness about our key accounts, such as Debenhams, Figleaves, Very and Simply Yours. The viral aspect worked brilliantly and our fans enjoyed the surprise element created each day with a new giveaway. The results quadrupled our expectations and we’ll deﬁnitely look at similar tools for promotions, offers and competitions in the future.!