Social Media Case Studies


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A collection of social media projects and campaigns by Denine Harper

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Social Media Case Studies

  1. 1. King of Prussia Mall: Multi-channel Marketing Services • Market Research • Business Analysis • Merchandise Analysis • Merchandise & Style Consulting • Circulation Planning • Brand DevelopmentIntegrated Multi-channel Programs and Campaigns • Event Marketing Programs • Contest & Sweepstake ProgramsWith the largest collection of high-end retail stores on the East Multichannel Campaign DevelopmentCoast, as well as an all-encompassing variety of dining options, • Strategic Creative DevelopmentKing of Prussia Mall is a destination for close-in shoppers and • Online Marketing Strategy • Interactive Design & Implementationtravelers alike. The center attracts over 20MM customers a year • Social Media Strategy & Planningfrom as far away as Europe and Asia. • Design & Production • Copywriting • Photography & Photo ProductionFor over 20 years, Lorél Marketing Group has been the agency of • Talent Sourcingrecord for this world-renowned destination. During this time, we • Prepress & Print Production • Mail Managementhave employed many different advertising techniques to reach amulti-tiered marketplace encompassing kids, teens, trend- Deliverables • Catalogs / Magalogsseekers, fashionistas and tourists. From outdoor to direct, print to • Posters / In-mall signagebroadcast, PR to digital, Lorél has created attention-grabbing and • TV & Radio Productionsuccessful multi-channel marketing campaigns. • Online Video • Outdoor • Email Programs • Websites & Microsites • Rich Internet Applications • Search Marketing • Banner Ads 1
  2. 2. King of Prussia Mall: Brand MarketingA Digital Shift With Brand Ambassador,Stylist Tracy TaylorBased on the successes in 2008, we shifted the marketingstrategy in 2009 from primarily offline to online focused tomeet the growing needs of shoppers and increaseddemand for social tools. To accomplish this goal, weenlisted a Brand Ambassador, Stylist Tracy Taylor. Wefocused on quality content and engagement through a fullyredesigned website with fashion-focused articles andvideos to highlight stores and products that will driveshoppers to the mall. "Hot Deals" and social shoppingtools were placed in prominent areas on the website tofurther feature the stores and products available. The TripPlanner provides shoppers with an easy to usepersonalized itinerary tool that plans, maps, and pre-selects products before shoppers go to the mall. Today,KOP customers are enjoying a product rich onlineexperience. 2
  3. 3. King of Prussia Mall: Brand Marketing Each of the 400 plus stores are represented by a "Store Detail" page, which provides a description and location of the store, as well as promotes individual products. The "Product Detail" page features products from the stores that were highlighted in the articles, videos, and promotions throughout the website and other promotions. Shoppers are encouraged to save and share their favorite stores, brands, and products. 3
  4. 4. King of Prussia Mall: Brand Marketing Social Shopping Tools Shoppers can submit their "Looks", favorite products, and "Hot Deals". Quick poll questions allow for behavioral and preferential targeting as well as allows us to understand what our shoppers want. Engaging Mobile Messages From Tracy "Get Tracys Tips, Trends, & Deals. Pick, rate, & share your favs." 4
  5. 5. King of Prussia Mall: Brand Marketing Social Shopping Tools Shoppers can save their favorite products, stores, brands, videos, articles, etc. to their personal profile and share it with friends using MyStyle. "Add A Comment" links are on almost every piece of content on the website. Social sharing and book- marking icons are prominently placed on every page. Fan pages were created and linked to on Facebook, Twitter, and YouTube. 5
  6. 6. King of Prussia Mall: Brand MarketingSocial NetworkingPagesThe Brand Ambassadorcampaign along withthe re-launch of thewebsite and socialnetworking pagesproved to be a greatsuccess. We enlisted11,218 fans on the KOPFacebook page withinthe first two weeks afterlaunch. To date thereare 57,350 “Likes” on KOP KOPFacebook and 1,800 YouTube Twitter Channel PageTwitter followers as wellas 69 Lists. KOP Facebook Page 6
  7. 7. King of Prussia Mall: PR CBS 3: 3 On Your Side, Save Money Using Facebook and Twitter The media is a frequent visitor to King of Prussia Mall. In a clip with CBS 3 Consumer Reporter, Jim Donavon, reports on how organizations, such as the King of Prussia Mall, use social media channels to promote information such as sales and events to their fans. Other companies featured in the piece include South West Airlines, Sephora and Nordstrom!The highlight of the shift was the complete collaboration between client, ad agency, and PR agency. 7
  8. 8. King of Prussia Mall: Social Media Marketing "Whats Your Look?" Viral Contest The six week long contest was created to promote King of Prussia Malls 2008 fall fashion season in a different way and introduce social media as part of the marketing mix. Two hundred and fifty thousand shoppers were asked to upload a photo of their best- accessorized Fall/Winter outfit purchased from retailers at the mall to a microsite, "Looks" were separated by category: Mens, Womens and Childrens. Visitors to the site then rated, voted, shared, and commented on their favorite "looks". The contest went viral when users emailed, Tweeted, blogged, and posted comments in their own social graph to enlist votes. The winner had over 16,000 votes. 8
  9. 9. King of Prussia Mall: Social Media Marketing "Whats Your Look?" Viral Contest A multi-channel approach was used to promote and support the contest. Marketing support included: 100k direct mail pieces, in-mall signage, 2 eStyle eNewsletter promos to a list of 15,687 subscribers, new social media pages (MySpace, Facebook, Twitter, YouTube) social bookmarking/sharing tools, and a Daily Candy dedicated email to 17,500 of its affluent subscribers. Goals: increase engagement with the brand, introduce social media to its customers, and increase registrations to eStyle eNewsletter and MyStyle (personal profiles on the website). Results: 43% increase in website traffic, 52% increase of new MyStyle profiles, 1,110% increase of eStyle registrations, and significant increase in word-of-mouth activities. 9
  10. 10. King of Prussia Mall: Social Media Marketing18,000 180,00016,000 160,000 "Whats Your Look?" Viral Contest14,000 140,00012,000 120,000 A significant spike in website traffic in10,000 100,000 WOM Mentions November 2008 to shows the 8,000 80,000 effect the contest had on word-of-mouth 6,000 60,000 mentions. Facebook alone had 1,445 4,000 40,000 mentions in November, a 42% increase over 2,000 20,000 the rest of the year. Google found 0 0 approximately 4,404 instances of blog entries, Jan-08 Feb-08 Mar- Apr-08 May- Jun-08 Jul-08 Aug- 08 08 08 Sep- Oct-08 Nov- 08 08 Dec- 08 forums posts, photo and video sharing site entries, etc.60 1,600 1,400 The top eight referring traffic sources shows a50 WOM pattern that complements the spike in 1,20040 Twitter November web traffic: 1,000 YouTube Blogger - Technorati30 800 Truveo FlickR 600 Word Press20 Facebook 40010 200 0 0 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- 08 08 08 08 08 08 08 08 08 08 08 08 10
  11. 11. Rita’s Italian Ice: Social Media Product LaunchRita’s Ice Mystery Flavor ProductLaunch & Online ContestRita’s gives free ice on the first day ofSpring every year. In 2008, they wereinterested in taking advantage of theirhuge fan base. The Mystery Flavorcontest was created to support andpromote a multichannel launch of anew flavor of "ice” whereby fans couldsubmit a name for the new flavor for achance to win. Buzz was generated bymultiple pre-launch posts on Facebook& Twitter. Fans could share, rate, &vote for their favorite name. The buzzthat resulted accounted for 30,092total names submitted and1,989,606 total votes in three weeks. 11
  12. 12. Rita’s Italian Ice: Social Media Product LaunchRita’s Ice Mystery FlavorProduct Launch & OnlineContestThe contest was a viralsuccess. It was listed in TwitterTrends, top 100 "buzzworthy"topics for the day, within thefirst three days of launch.Steven Colbert petitioned hisfan base on his blog, ColbertNation, to have one of themany "Colbertized" names win.It resulted in multiple posts inthe blogosphere. Sorry to sayfor Colbert, "Colbertberry"didnt win but it was a top 10finalist in the contest. 12