2. WHO IS CHAMILIA?
• Locally based in Minneapolis,
acquired by Swarovski last year
• Products inspired by every
woman’s life story- especially
target demographic 30-50 year
old moms
• Over 600 exclusively designed
charms plus bracelets and
earrings
• Big on sentiment and story
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3. CAMPAIGN OPPORTUNITY
• Chamilia has three key seasonal touchpoints:
Holiday, Valentine’s Day and Mother’s Day
• Mother’s Day was an opportunity to reach the
target demographic and rapidly increase page
likes/followers and engagement
• We knew we could achieve this goal through
paid spend and a giveaway
• The campaign was a concentrated effort
around the themes of family ties,
relationships, and making memories
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4. MOTHER’S DAY CAMPAIGN: SUMMARY
Campaign dates: April 14 – May 11
• Channels: Facebook, Pinterest, Twitter
• Target markets: Boston, Philadelphia
• Goals: Gain likes, generate buzz, support target
markets
• Content-driven messaging across organic & paid
• Giveaway offered charms & grand prize
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5. MEDIA COMPARISON
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2.5%
97.5%
TV
Dgital
Traditional: National TV
• Extensive :30 ad buys on TV
• One conversion point
Digital: Facebook
• Conservative in resource
allotment
• Multiple conversion points
6. BENCHMARKS
Traditional: National TV
• Extensive ad spend on television
• Expected outcome: 8-10 million
impressions
Digital: Facebook
• Outcome: ~11 million impressions,
9,000+ new Facebook fans, 35,300
engagement, nearly 3,000 giveaway
participants
• With only 2.5% of resources
12000000
10000000
8000000
6000000
4000000
2000000
0
6 CHAMILIA MOTHER'S DAY CAMPAIGN
Impressions
TV Digital
Impressions
7. CAMPAIGN STRATEGY: FACEBOOK
• Engage current fans to like,
comment, share, and create
stories
• Garner new fans through paid
post boosting and page like
promotions
• Tap into our very loyal
following to become brand
ambassadors
• Leverage the visual nature of
the brand
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8. BOSTON – PAID PROMOTIONS PERFORMANCE
• Promoted news feed posts to
consumers in Boston
• Impressions- 339,626
• Engagement- 6,469
• Average Cost Per Engagement:
$0.25
• 6,307 used store finder site
• At a 3% conversion rate= would
mean a significant increase in
revenue
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9. PHILADELPHIA – PAID PROMOTIONS PERFORMANCE
• Promoted news feed posts to
consumers in Philadelphia
• Impressions- 186,970
• Engagement- 2,312
• Average Cost Per Engagement:
$0.22
• 1,850 used store finder site
• At a 3% conversion rate= would
mean a significant increase in
revenue
9 CHAMILIA MOTHER'S DAY CAMPAIGN
10. MOTHER’S DAY GIVEAWAY METRICS: FACEBOOK
9,000+ New Likes
~11 million Impressions
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11. ORGANIC VERSUS PAID: FACEBOOK
Post Reach: Organic vs. Paid Summary:
11 CHAMILIA MOTHER'S DAY CAMPAIGN
• Paid ads significantly
increased fan growth
and post reach
• These paid ads
garnered more new
page likes in 4
weeks than over
the last 2 years
12. CAMPAIGN STRATEGY: PINTEREST
• Engage current fans to repin
posts from the board
“#MemorableMom”
• Garner new fans organically
through a pin to win
campaign- win charms/enter
for grand prize
• Leverage the visual nature of
the brand
12 CHAMILIA MOTHER'S DAY CAMPAIGN
13. MOTHER’S DAY GIVEAWAY METRICS: PINTEREST
Performance:
• Fans shared stories, sentiments and memorable quotes from their mothers or
about being a mother
• “#MemorableMom” Pinterest board generated an additional 700+ followers
and had a 100% re-pin rate
• 2,373 impressions- all-time high
for the brand
• 1,026 in reach
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14. CAMPAIGN STRATEGY: TWITTER
• Use partnerships on Twitter
with preferred retail
partners for retweets
• #MemorableMom hashtag
• Drive visitors to Facebook
and Pinterest for contest
entries but maintain buzz via
Twitter hashtag
• Build community and gain a
loyal audience for deals and
giveaways
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15. MOTHER’S DAY METRICS: TWITTER
Performance:
• Achieved higher link clicks compared to any
previous month
• 150 new followers
• 5,773 link clicks
• 111 mentions
• 38 re-tweets
• Number of people who saw tweets = 16,790
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17. MOTHER’S DAY SENTIMENT
• Fans were not just liking/commenting: They
were sharing stories and sentiments
• This is a crucial step in moving from outbound
marketing, to inbound customer retention
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18. DID IT WORK?
• Generated 9,000+ new page likes in four
weeks- more than the last 2 years
combined
• ~11,000 impressions
• Increased page traffic and conversation
among fans
• Awesome engagement!
• Nearly 3,000 giveaway participants
• 500+ of which became new likes on
Facebook
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Chamilia company brief bio. 2014 goals (growing the fan base, elevating engagement, improving campaigns and driving sales).
Using a mix of organic posts, paid boosts and a series of giveaways, Spyder Trap reached, engaged and captured more fans for Chamilia than any other month in campaign history. In addition, our target markets performed best, in terms of impressions.
Giveaway matched the average monthly new page fans before ad spend
