influencer marketing & e-commerce | case study
TRANSCRIPT
#Mybigkidroom Giveaway
OBJECTIVES TACTICS RESULTS
Objectives
• Boost Brand Awareness
• Grow Instagram Followers
• Drive Site Traffic
• Demonstrate Leadership with Retail Partners
Tactics
• Shoppable Instagram
• Influencer Outreach
• Retail Partner Program
• Social Media Distribution - Organic and Paid
To connect the social activity and engagement from the contest with commerce, we created a shoppable Instagram feed.
Contest Kick-Off
Tactics: Shoppable Instagram
Tactics: Influencer Outreach• Stone & Leigh had a small social following and
little brand recognition.
• We determined that influencer marketing would be the best tactic to boost brand awareness, engender trust, grow the follower base and drive website traffic.
• We recommended working with Angie Keiser. Her highly engaged follower base of almost 500K aligned with Stone & Leigh’s target audience.
Tactics: Influencer Outreach• In conjunction with a full room makeover,
54 worked with Angie to launch a giveaway to her followers.
• To enter the contest, followers were asked to follow @stoneandleigh on Instagram and tag a friend in the comments on a post.
• Angie featured the giveaway in a blog post, on Instagram, Instagram Stories, Twitter and Facebook.
Tactics: Retail Partner Program• To support retail partners in their local
markets, we provided contest related in-store signage and flyers.
• We developed a promotions toolkit for the retailers including emails to customers and copy and graphics to share on social networks.
Tactics: Social Media Distribution
• The contest was promoted through posts to Stone & Leigh's Instagram, Twitter and Facebook pages.
• The contest was supported through Facebook and Instagram ads.
• Bonus entries were offered for entering and sharing through the Stone & Leigh Facebook page.
Results
3,482 Facebook Entries
2,089 Twitter Shares
250K People Reached
ResultsThe contest introduced thousands of prospective consumers to the Stone & Leigh brand.
ResultsFacebook page likes are up over 3,000 percent Instagram followers are up significantly.
ResultsStone & Leigh had a higher engagement rate than top competitor Pottery Barn over a 30-day period.
ResultsThe contest achieved all of the objectives including
• Boost Brand Awareness
• Grow Instagram Followers
• Drive Site Traffic
• Demonstrate Leadership with Retail Partners