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Uploaded byMotaz Hajaj, MS, CSMA
Chess Tag Case Studies
The document outlines various marketing and social media campaigns to boost engagement and sales for a mall and several brands. Key strategies included launching contests, influencer collaborations, and effective community management, resulting in significant growth in followers and public engagement during events, including a fire incident. It also highlights successful public awareness campaigns addressing health concerns, contributing to increased trust and website traffic.
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Chess Tag Case Studies
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- 2. • Created alanding page with choice of offer for participants • Customer service was alerted to contact participant • Leads were collected for future campaigns Create a campaign to capture leads without an e-commerce site 8,428 Visitors + 212 Registered Leads
- 3. Launched a contestaligned with influencers to give away 3 iPhones and 3 Galaxy Samsung phones Create active social media accounts with 8k followers in 6 months Facebook & Instagram • Almost 1 Million Impressions • 41,000 Engagements Twitter • 4 Million Impressions • 284,000 Engagements
- 4. Few FollowersLow Engagement Localizedcontent, especially in sports Implemented game tickets as giveaway through competitions Low Awareness No Community Management Initiated content plan, dedicated community managers & implemented a listening strategy Implemented giveaway techniques during football games Enhanced the social customer service Engagement hike by 400% From 11,000 Twitter followers to 48,000 followers in 1 year Over 700 fan photos uploaded for contest
- 5. Many sponsors announced atonce Created a Twitter Conversation with another sponsor Need Maximum Awareness during sponsorship announcements Tweet appeared on 1st page of Saudi sports magazine
- 6. Once Al Hilalwon the Crown Prince Championship, we announced that fans who follow and retweet will get an autographed jersey or an autographed ball Stacked Hilal Jerseys Over 6000 followers and 7800 retweets (organically!)
- 7. No strategy orcommunity management Launched 7 campaigns + daily listening/monitoring/ management Cover over 350 stores on social media Created a social media calendar Constant updates on mall events and store promotions Redeveloped website to showcase sales and events Over 4 Million hits to website monthly Communication With 350 stores Placed dedicated team members on-site Earned 5 prestigious awards since 2013 Monthly promotional content and photography for brands Daily updates and strong connections with retail stores Over 400,000 Facebook fans Over 50,000 Twitter followers Over 50,000 Instagram followers 15 Million mall visitors per year
- 8. News needed tobe publicized to contain rumors and hoaxes In April 2013, the mall caught fire while crowded with families and kids Hour by hour news coverage was activated + continued coverage after the fire as the Government agencies acted The public needed to be engaged to ensure the safety of visitors The public was alerted via social media outlets Retain public trust and keep perception of mall high Distributed coupons to families as a token for the inconvenience caused by fire Positioned RSM social media as a credible source for public and media Gained 1000 followers + 600 retweets of the initial fire tweet 3000 impressions gained from coupon
- 9. Zero advertising • Implemented effectivelistening strategy • Monitored all Godiva fans in Riyadh and engaged with the fans on Social Media channels • Posted a teaser a week before the opening of the Riyadh boutique Achieved 2nd Quarter sales within 1 month • 2000 customers daily in 1st month New store needed buzz created to get target market excited
- 10. Gathered influencers fromUAE to kick start the campaign • Created contest: fans could post a photo of a Godiva product showcasing any popular UAE landmark using the hashtag #GodivaInUAE • The winner of the contest would receive a large sized Signature Godiva gold box 2 Million Impressions • Over 100 participants • Instagram follower increase of over 500 Campaign needed to celebrate National Day at the UAE store
- 11. Sell out eventusing only social media Launched email marketing campaign Live coverage of event Create awareness and interest in conference Launched a WhatsApp broadcast using our network Landed 70% of sales through social media Those who couldn’t attend watched the event unfold live Ran organic Twitter campaign with frequent tweets and efficient listening 1000 retweets + 600 Twitter mentions
- 12. Mass anxiety dueto spread of Corona disease in 2014 Worked with over 45 influencers to spread ways to protect from infection Online rumors and hoax stores increased anxiety Public was not aware of the Ministry of Health website Created social media public awareness campaign with a hashtag Over 23,000 tweets in 20 days Massive increase to website traffic Influencers established the MOH website as a trusted source of all Corona news 128 Million impressions on hashtag with real news being shared
- 13. Low use ofclinics and free supplies Created YouTube Pre-Roll video ads Low awareness of MOH program to support Diabetes patients Created #-السكري صحصحله hashtag &worked with influencers 28 Million impressions on hashtag in 1 week Over 700,000 views The campaign resulted in an increase in patient benefit usage, improving the lives of people throughout KSA.