Bringing QVC from broadcast to digital.

1. A New Network: From TV to Social
Bringing QVC from broadcast to digital
By pairing branded content creation and influencer outreach with
insightful social media and distribution strategy, Rokkan revamped
the popular TV retailer’s digital presence in just three months.
Backstory
QVC, Inc. is one of the largest multimedia retailers in the world, broadcasting live, 24-7 and netting over
Results $7 billion in annual revenue. Over the span of 26 years, QVC has become the name in home shopping,
known for flash-sales, must-have products, engaging program hosts, and exclusive collaborations with
3 months high-end brands and celebrities.
222,416 new Facebook fans
QVC’s retail success was inextricably tied to their dedicated TV-broadcast audience, overwhelmingly
80% growth in Facebook-driven sales made up of women aged 35+, and mothers, who were regularly repeat buyers. Noticing a distinct
6,856 new Twitter followers lack of new vs. repeat customers, and dwindling brand awareness and interest in the under-35
32% growth in Twitter-driven sales demographic, QVC needed to rethink its social media and and eCommerce strategy.
57% increase in the target demographic To effectively reach a new target market and encourage sales within an expanded customer base, the
across QVC’s social channels TV retail giant needed to make a splash where that younger consumer lives: online.
Approach
Over the course of Q4 2011, Rokkan handled overall strategy, creative direction, and Web
development for QVC’s digital initiatives. When strategizing as to the process of taking such a
Services broadcast-based brand to the digital realm, Rokkan outlined three main asks:
• Expand brand awareness to a younger, trendier demographic (females, aged 21-35) to
− Strategy rejuvinate brand perception
− Design • Increase overall fans, interaction rates, and traffic on QVC’s Facebook and Twitter channels
• Increase sales on QVC.com via social-media-based eCommerce efforts
− UX
To meet these goals, Rokkan conceptualized a renewed digital strategy for QVC in Q4, including
− Development
Facebook tab creation, mini-campaign executions across social media, the successful leveraging of
influencer marketing through branded content, and the development of a unique video + eCommerce
platform, called “inQ.”
Process
Rokkan executed a four-pronged approach to increase QVC’s social footprint, drive brand awareness
and target the savvy, 21-35-year-old woman.
Social Refresh, Engage.
Several thematic Facebook tabs were created, pushing sales of specific product verticals (i.e.
“Beauty”), current flash sales or specials on QVC.com, or promotions happening live on QVC’s TV
channel. Creating a seamless eCommerce experience between Facebook and .com was highly
successful, driving 5,000+ buying sessions from Facebook to QVC.com.
Other Facebook tabs, (such as the Customer Care portal, etc.) invited Page users to participate further
in the QVC online community, increasing interaction not only between fans, but also between fans and
the QVC brand through effective CRM strategy.
the digital agency
ROKKAN | 176 Grand Street, 2nd Floor, New York CIty, NY 10003 | www.rokkan.com 1

2. A New Network: From TV to Social
Bringing QVC from broadcast to digital
Make it Work.
To optimize the content posted in QVC’s Facebook and Twitter feeds, Rokkan provided overarching
guidelines for engaging social media content and best practices to reach and increase brand
awareness among the 21-35 female demographic. Monthly and campaign-specific audits contained
ongoing reccomendations and suggestions backed by hard data, analytics, and insight to effectively
form, time, and target tweets and posts.
Influencer Outreach.
For the 2011 holiday season, QVC wanted to build awareness around their core messaging and drive
significant traffic to their Facebook Page as well as the online store.
To promote “All of the Joy. None of the Craziness.” Rokkan researched and discovered six major
The Power of Branded Content performance categories for the brand, as well as key destinations where women 25+ spent time online.
Targeting new affinity groups and partnering with key influencers across those categories, we created
7 videos engaging and dynamic content around QVC’s holiday messaging and product sales.
8 influencers
6 weeks Rokkan recruited eight high-profile bloggers and produced a 7-video Web series showing a range of
QVC’s brand/celebrity partnerships, personalities, and vast inventory of products­ from electronics
—
100+ blog embeds and fashion to home décor. The video content was a perfect balance of tongue-in-cheek holiday
4.165 million video views humor, blogger personality, as well as useful ways to make life more convenient during the stress of the
1 million+ video podcast downloads holidays.
90% video completion rate (3x the avg) The video series was then rolled out episodically, and featured in the inQ player. They were also
60,000+ new Facebook Fans from organically seeded across high-traffic sites and made available in the iTunes Store for maximum
Click-throughs on the videos
visibility and sharing.
Best Podcast of the Year
in the iTunes Store
RESEARCH &
DISCOVERY
25
PARTNER WITH
INFLUENCERS FASHION FOOD & COOKING ELECTRONICS BEAUTY HOME WELLNESS
CONTENT
“ALL THE JOY NONE OF THE CRAZINESS”
CREATION
CONTENT
DISTRIBUTION 100+ TARGETED BLOGS
100+ TARGETED BLOGS
the digital agency
ROKKAN | 176 Grand Street, 2nd Floor, New York CIty, NY 10003 | www.rokkan.com 2

3. A New Network: From TV to Social
Bringing QVC from broadcast to digital
inQ.
To create an immersive media experience for QVC’s consumers, and to bring QVC’s already popular
video content to an expanded online audience, Rokkan created “inQ.”
inQ is a video content hub housed on QVC’s Facebook Page in the inQ tab, creating a native outlet for
their video content. Users can sort content by Channel, Category or Personality to tailor their viewing
experience.
Rokkan took it a step further, and developed an eCommerce aspect to complement viewership. Users
could “Watch. Love. Shop.”— getting more information, sharing the link with their friends, or even
purchasing products they just saw in the video.
Teaming up with notable QVC personalities and other influencers and media partners, Rokkan also
created exclusive branded content to launch and sustain the inQ video platform.
the digital agency
ROKKAN | 176 Grand Street, 2nd Floor, New York CIty, NY 10003 | www.rokkan.com 3