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!!
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!
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!!
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)!!
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!!
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.!