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CASE STUDY: The Children's Place
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
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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
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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
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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
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