Champneys Case Study 2012


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Find out how we significantly increased luxury spa brand Champneys Facebook community over a six week campaign...

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Champneys Case Study 2012

  1. 1. Champneys Case Study
  2. 2. About Champneys• Luxury spa brand.• Focus on health, wellbeing, fitness and luxury.• Own four luxury wellbeing spa resorts in the rural areas of England where visitors can participate in daily fitness and relaxation classes, use sleek facilities - gyms, swimming pools - or indulge in soothing spa treatments.• Also have eight day spas situated in major UK cities.• In 2004, Champneys launched a range of spa products called the Champneys Collection. 2
  3. 3. Objectives 3
  4. 4. Using Social Media to Increase Sales• Understanding that the dark, long, dismal UK winter weather generally leads consumers to book short breaks, Digital Visitor saw the opportunity for Champneys to increase sales by running a flash sale on their Facebook page.• Flash sales consist of sales featuring high discounts that are offered for a short amount of time.• Aside from being an effective way to move a lot of products and offer shoppers a chance to save some money, sales with a limited time and scope can increase fan interest by 368 percent (ShopIgniter) while also driving up revenue and customer loyalty. 4
  5. 5. Results• Sale generated £21k of revenue in 48 hours.• Increased community engagement with many fans sharing the news to their friends and family on Facebook and beyond… 5
  6. 6. Grow Facebook Community & Email Database• Champneys wanted to grow their Facebook Page Likes and grow their email database to be able to communicate regular news, deals, offers to.• Why grow both? Specialist states that Facebook fans are twice as effective as an email list because 50% of all Facebook users log in every day. Furthermore, it has been reported that conversion rates for Facebook have now surpassed that of email; Facebook organic: 20 - 30% Email open rates: 17%• In order to capture both, we developed a Facebook competition for Champneys that required the user to ‘Like’ the Page and submit their email address. 6
  7. 7. Results• We launched a social media campaign for the wellbeing experts - spa lovers were tempted with a competition to win a weekend break for four people at one of the brand’s UK resorts.• The campaign increased their Page Likes by 112% in a 6 week period - 42% of which happened over a single 24 hour period.• We also captured 3880 email addresses for the client to add to their database.• Referral traffic from Facebook to the Champneys’ website also showed an incredible increase, growing by over 400%.• The easy-to-enter mechanic – a simple data entry form - maximised response rate, and entrants were also encouraged to invite their friends to enter, expanding campaign reach. 7
  8. 8. Results"The response to the competition has been amazing and we have been pleased withthe results of this campaign.As well as increased community growth it has been great to see more discussionaround the Champneys brand.Social media will continue to be a focus for us in 2012 as its such a great way to reachout and engage with our customers."Sarah Goodwin, Champneys’ Digital Marketing& PR team 8