One of the first greek social media marketing case studies for stylewatch.gr by Mindworks presented at interactive marketing conference 2009 (#imc09) http://mindworks.gr

1. AWARENESS
THROUGH
SMILES
CASE STUDY: PERSONAL STYLE-ICON
AGENCY: MINDWORKS
CLIENT: PROOPTIKI HOLDINGS SA
BRAND: STYLEWATCH.GR
PERIOD: 13/07/2009 - 31/07/2009

2. "COMMUNITIES ALREADY
EXIST. INSTEAD, THINK
ABOUT HOW YOU CAN
HELP THAT COMMUNITY DO
WHAT IT WANTS TO DO."
Mark Zuckerberg, Founder and CEO of Facebook

6. WOMEN + SHOES = SMILES

7. OK!
LETʼS GO
BACK TO
THE BRIEF

8. THE
BRAND

10. THE AUDIENCE

12. GOAL
AWARENESS

13. ZERO
MEDIA
BUDGET

14. C
O
N
C
EP
T

15. C
O
N
C
EP
T

16. SEX Nʼ THE CITY =
C
O
N
C
EP
T

17. CONTEST
FOR WOMEN
SEX Nʼ THE CITY FANS (ALL OF THEM)
TO WIN A PAIR OF MANOLOS
C
O
N
C
EP
T

18. HOW?
C
O
N
C
EP
T

19. GO WHERE THEY LIVE
C
O
N
C
EP
T

20. C
O
N
C
EP
T

21. MAKE IT EASY TO JOIN
C
O
N
C
EP
T

22. UPLOAD AN OH SO STYLISH PHOTO!
C
O
N
C
EP
T

23. MAKE IT EASY TO PARTICIPATE
C
O
N
C
EP
T

24. THE ONE MOST
LIKED WINS A
PAIR OF MANOLO
BLAHNIK
HIGH HEELS.
C
O
N
C
EP
T

25. THAT SIMPLE.
C
O
N
C
EP
T

26. INGREDIENTS:
FACEBOOK GROUP PERSONAL STYLE-ICON
A BANNER FEATURING CARRIE BRANCHO
A PAIR OF MANOLO BLAHNIK HIGH HEELS
MEDIA BUDGET 100 EURO IN FACEBOOK ADS
C
O
N
C
EP
T

27. R
ES
U
LT
S

28. 550+ PHOTOS
UPLOADED IN
JUST A FEW
R
ES
U
LT
DAYS.
S

29. R
ES
U
LT
S

30. R
ES
U
LT
S

31. R
ES
U
LT
S

32. R
ES
U
LT
S

33. WOMEN GOT
MAD BEGGING
R
FOR LIKES.
ES
U
LT
S

34. R
ES
U
LT
S

35. GROUPS, VIDEOS,
BLOG POSTS,
TWEETS GENERATED
TO SUPPORT THEIR
PHOTOS.
R
ES
U
LT
S

36. R
ES
U
LT
S

37. R
ES
U
LT
S

38. R
ES
U
LT
S

39. R
ES
U
LT
S

40. ALL DAY LONG IN
EVERYONEʼS
NEWSFEED, WHILE
MOST OF THE
PHOTOS WHERE
R
ES
U
LT
HIGHLIGHTED.
S

41. R
ES
U
LT
S

42. R
ES
U
LT
S

43. MISSION
ACCOMPLISHED.
THE BRAND WAS
EVERYWHERE.

44. NUMBERS:
3500+ GROUP MEMBERS
550+ PHOTOS
20+ BLOG POSTS
6 OTHER SUPPORT GROUPS
1 YOUTUBE VIDEO
8500+ LIKES
R
ES
U
LT
S

45. R
ES
U
LT
S

46. NUMBERS TALK.
MINDWORKS