HSN & Spredfast partnered to place social media at the heart of the customer experience, leveraging HSN’s weekly Beauty Report show as the platform for implementation. By dynamically weaving social into TV, online, mobile, and tablet properties, HSN drove brand awareness, engagement and retention among current customers and prospects – all beauty enthusiasts alike.

Omni-Channel Integration Disrupts Traditional Consumer Purchase Pathway

Case Study

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Case Study

Objectives: • Create an omni-channel, customer-centric experience for driving top-of-mind

awareness, engagement and conversion among current customers and prospects.

• Build brand loyalty and repeat TV viewership by improving the second-screen experience, and creating more ways for customers to influence others and share feedback.

• Optimize based on insights gathered from testimonials and feedback to curate conversations and merchandise featured online and on TV.

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Strategy: HSN and Spredfast partnered to create an integrated omni-channel experience for helping current customers and prospects along a non-traditional path to purchase. Beauty is a significant driver of awareness and engagement for HSN and continues to draw the attention of category enthusiasts. Thus, HSN’s weekly Beauty Report show served as the platform to prove that social media conversation is a catalyst for building repeat TV viewership in addition to discovery, sharing and loyalty via multiple channels.

Each week, a cross-functional team of members from Social Media, TV Production, Merchandising, Creative, Digital Visual Merchandising and Site Development plan episodes, integrating opportunities to spark conversation surrounding relevant, trending topics and solutions.

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Case Study

In March, the approach began with simple calls-to-action displayed on TV: hashtag #BeautyReport and visualizations designed in Spredfast Experiences. Once the model for integration was established, live tweeting was incorporated, and tune-in and chat incentives were introduced to increase engagement and drive repeat participation.

Next, the team refined a destination on HSN.com to better support the show, and focused on featuring dynamic, rich content accessible via desktop, smart-phones and tablets. Visualizations on HSN.com included conversation-starters around must-have products, such as fill-in-the-blank and image polls. Customers took actions within the visualizations creating stories published to Twitter and TV leveraged spotlight visualizations to showcase the stories on-air.

The visualizations featured on HSN.com and TV helped to spark organic engagement on Twitter and drive relevancy of aligning merchandise in the show. As followers replied, retweeted or favorited comments on Twitter, hashtag mentions, community growth, and impressions for HSN increased. In the process, HSN garnered Tweets from nationally known brands and celebrities, such as HBO’s Girls, Jillian Barberie, Deborah Lippmann, Lancôme, Benefit Cosmetics and more.

Omni-channel integration for Beauty Report lowered the barrier for customers to share their opinions, become loyal, and connect with all aspects of the brand. In return, HSN was empowered to tailor the merchandise assortments, promotions, and content shared during the weekly show. By engaging with customers along the purchase path on every touch-point, HSN expanded market reach, tapped into a new audience of enthusiasts, created authentic, popular content, built customer loyalty, and continued driving traffic and sales.

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Case Study

SOCIAL

WEBSITETELEVISION

HSN and Spredfast partnered to create an integrated omni-channel experience that placed social media at the heart of the consumer purchase pathway. By dynamically weaving social into on-air, online, and social properties, HSN drove social participation, consumer advocacy, brand awareness, and customer loyalty.

320x G R O W T H

1.5 H O U R S

7.5x G R O W T H

17%

21%

T I M E S L O T

D O U B L E D

5

Want to Learn More?Visit us at spredfast.com or email us at info@spredfast.com

Results:

" Working with Spredfast allowed us to extend thesocial agenda via integration on key channels across HSN.We’re having regular conversations about social with keyinternal stakeholders to get people thinking in a differentway, and as a result, we’ve created opportunities to buildsocial into major initiatives to drive relevancy, engagementand sales."Maggie HatfieldOVP Emerging Media Marketing at HSN

Beauty Report enthusiasts created thousands of social stories about HSN, resulting in 320X growth in exposure (impressions) since the first integrated show in March 2013.

Creating opportunities for social participation on HSN.com, broadcast and social media spurred 7.5X growth in #BeautyReport mentions.

On average, 17% of total social stories created about HSN were driven directly from Spredfast visualizations.

On average, 21% of HSN’s Twitter community growth was driven by Spredfast visualizations.

Case Study

As a result of increased awareness, engagement and conversion, the Beauty Report extended from a one-hour show to two hours in June 2013.

During an airing of the Beauty Report, the hashtag #BeautyReport organically trended on Twitter for over 1.5 hours.