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Grace Fuller-Case Study- Google Shop the Hangout

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What is Shop the Hangout?:

https://www.thinkwithgoogle.com/campaigns/shop-the-hangout.html

As defined on their website, the purpose of Google Shop the Hangout is:

To help brands combine their social media and e-commerce efforts, we developed an exclusive shopping app for Google+ Hangouts On Air. Here retailers can speak about their products while customers simultaneously browse a curated selection of those goods, available for purchase through the Hangout. The concept blends social video with shopping tools to help deepen engagement between retailers and consumers.

STH was provided by Google plus and the Council of Fashion Designers of America and brings a whole new element to the traditional shopping experience. Shoppers are able to hear firsthand from the designers themselves about the products as well as about their individual lines while purchasing strait off the site.

STH Stats:

– Pilot Program with DVF had 150 million+ social media impressions

– Increased traffic on e-commerce sites by 5% (day of launch)

– 3.57 views of launch video

– 369 million total press and social media impressions

– Over 100 additional retailers have requested to join the program since launch

Why use STH?

– Convenience

– Expert insight of the product

– Builds relationship between shopper/designer

Case Study: AT&T Summer Break Campaign

Purpose of Campaign: The purpose of this campaign was to get more people, specifically teenagers, to follow AT&T more on social media, and having constant engagement with their networks. (Tumblr, YouTube, Instagram, Twitter). They wanted to do this without having to pay for advertisements, and let the customers and followers to create the marketing themselves, making it relatable, and engaging.

What They Did: Summer 2013, AT&T created a mobile reality TV show series that also could be watched on YouTube. 52 episodes total. It focused on 8 teenagers that lived in LA and their summer adventures before they left for college. It was so successful they ended up having a second season in summer 2014.

What Happened: The results exceeded all expectations, racking up 15 million views on YouTube and 10 million social engagements, in addition to demonstrating a data-driven, an interactive approach to storytelling was shown. Teenagers posted on Instagram, Twitter, and Tumblr about their summers and their relation to the reality TV show. It was such a success there was two seasons. AT&T was genius with this because they were able to get teenagers, who are on social media the most now, to engage with their company regarding a TV show, and build a relationship to customers.

Case Study – Esurance Super Bowl Commercial

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Purpose of the Campaign

To raise awareness of Esurance through the use of Twitter, wile promoting what makes their company unique.

Here’s a quote from the company’s blog regarding this promotion:

“Why are we giving away $1.5 million? Well, because that’s just how we roll. Literally. When we save money, we like to roll those savings on down to our customers.”

Let me explain. Here at Esurance, our business model revolves, in part, around operating as efficiently as possible in order to save you both time and money on car insurance.

What They Did

At the end of the Super Bowl, Esurance ran a commercial about their $1.5 million give-away. Using the hashtag #EsuranceSave30, any Twitter user could tweet with the mentioned hashtag to be entered into the drawing for $1.5 million.

What Happened

Within a minute, more than 200,000 people had Tweeted for a shot at the prize and by the time the sweeps ended they had received more than 5.4 million Tweets total.

Esurance Partnered with Jimmel Kimmel Live to reveal the winner. Here’s the video:

#motelBK Campaign by Mary Varnell

-Burger King #MotelBK Campaign

YouTube Video:

-A motel, the perfect place for “an affair” or a light snack.
-Promotes the TenderCrisp Chicken Burger (to cheat on The Whopper)
-A motel in Auckland’s North Shore (New Zealand): each room has booths, tables, BK toiletries, dressing gowns, slippers and stationary. No beds.
-Rooms are booked via Facebook for you and 3 friends
-You check in via Facebook and share photo with #motelBK

Video:
http://adsoftheworld.com/media/tv/burger_king_motel

Stats:
http://creativity-online.com/work/burger-king-motel-burger-king/34448

Voted Top Social Media Campaign of 2014
Found here:
http://mashable.com/2014/10/31/best-social-media-campaigns-2014/

 

 

Case Study: Tombstone Pizza Bites of Fright Campaign

By Emily Duval

Purpose of the Campaign:

Tombstone Pizza set the goal of being “the official pizza of Halloween.” Their main goal was to reach Moms and their kids during the Halloween season in a unique way.

How did they do it?:

The idea was inspired by the Halloween tradition of families gathering together and watching a “spooky” movie with pizza. From this they set the goal of bringing Tombstone “Horror Films” to the dinner table.

Tombstone made 31, six second videos, one posted for everyday in October. The “Bites of Fright” series of family friendly clips featured “spooky” characters like ghosts, jack-o-lanterns, mummies, and werewolves.

Not a fan of pepperoni on your pizza? Boo hoo…

Getting dressed in style.

You never saw it coming… 

A classic riddle.

Did it Work?:

The “Bites of Fright” clips were posted on Vine, Twitter, and Facebook to optimize distribution.

While the clips were the star on Vine, Tombstone also created Facebook posts the week leading up to Halloween called “Crunch-time Costumes.” They gave ideas for quick and clever last-minute costumes. #bitesoffright went viral on Twitter.

The campaign was successful and went viral! It helped consumers cement the association between Tombstone and Halloween.

On Social Media the campaign had a HUGE impact for Tombstone Pizza. During the month of October here is Tombstone’s social media success by the numbers:

  • A virality rate 23x higher than the brand’s previous content, and a full 3.4x higher than Tombstone projected
  • A 230% lift in Tombstone’s fan acquisition rate on Facebook
  • Bites of Fright content was 6.3x more engaging than other brand content running in October

Case Study – Tractor Supply and Hobby Farming

Case Study – Tractor Supply and Hobby Farming

By Sarah Korta

TSC

Tractor Supply is now targeting the average American with strategic content marketing. For example, they are now targeting the young couple that just purchased a home with a few acres of land. Or Tractor supply is now pursuing the family that bought chickens so that they may enjoy fresh eggs in the mornings. They are now targeting Americans who do not rely on farming or farming activities for their primary source of income. They simply do it for pleasure. These people are hobby farmers.

Tractor Supply is now for anyone who wants to adopt the DIY/hobby lifestyle.

“Everything except tractors. At TSC, customers find everything they need to maintain their farms, ranches, homes and animals. As the inventors of the “do it yourself” trend, our customers handle practically every chore themselves, from repairing wells to building fences, welding gates together, constructing feed bins, taking care of livestock and pets, repairing tractors and trucks and building trailers for hauling.”

https://www.facebook.com/TractorSupplyCo/timeline?ref=page_internal

Tractor Supply’s new marketing strategy is composed of two main channels in which unique and engaging content is distributed to old and emerging (hobby) farmers.

  • Social Media
    • Consistently active on Facebook, Instagram and Pinterest with Twitter coming soon. This is essential as much of the new market will be on some type of social media.
      • Photo contests (#flauntyourflock, #Fridayfluff, #TSCwishlist and many more)
      • Tractor Supply posts to Facebook up to 3 times a day and once daily on Instagram
      • Content: outdoor photos, recipes, photo contest reminders, tips, event photos, sales events reminders, products, and even zombie apocalypse how-tos.
        • Content is always different
        • Beautiful and visibly appealing photos
        • Very high customer engagement
      • Out Here Magazine
        • Official magazine that “celebrates the lifestyle and values of the men, women and families who live and love the good life.”
        • Comes out quarterly
        • Can pick up in store or read online
        • Issues will cover stories about other people who enjoy the DIY lifestylebut also cover a wide variety of tips and tricks of the trade on topics like:
          • Gardening
          • Recipes
          • Raising Animals
          • Arts and Crafts
          • And other How-tos

In my personal opinion, with the help of a well-crafted strategic marketing plan, I believe Tractor Supply is well on their way to successfully engaging a new era of farmers!

MERCEDES #CLA STORY: Yasmeen Ebada

Purpose of the Campaign: The “#CLAstory” is a project by Mercedes-Benz, aimed at supporting new and inexperienced filmmakers. The main purpose of this is to market Mercedes-Benz CLA four-door coupe.

  • Three famous Instagram professionals: Alan Brutenic, Jiri Siftar and Allan Edward Hinton have each collaborated with Mercedes-Benz to create short films featuring comedy writer, producer, actor and presenter, James Corden.
  • The Instagram videos provide the beginning, middle and end of a storyboard, but are missing six important scenes.
  • Film directors are invited to complete the film and the scenes in the #CLAstory by uploading their videos onto the Mercedes UK Instagram channel.
  • The creator of the winning film will get a chance to direct the #CLAstory with James Corden using the Mercedes-Benz CLA AMG Sport Car.
  • The winner of each of the six missing scenes will receive a prize of a Go Pro Camera.
  • The short film will be posted on www.clastory.co.uk, and the recently launched Mercedes-Benz UK Instagram channel: mercedesbenzUK.
  • Another way Mercedes markets the CLA class is on FB. They have a picture of a CLA class car on their FB page, and on the photo caption they wrote: Whoever spots a CLA 45 AMG on the streets, takes a picture of it and puts it on Instagram using the #AMGandMe,  Mercedes-AMG will repost their favorites.
  • Target Audience: The audience that the #CLAstory is targeting is the Mercedes-Benz online community, creative influencers, film enthusiasts and film students. They are looking for someone who can create a short, unique and creative film that markets the CLA class of coupe cars.

That is the Mercedes-Benz social media campaign to launch and market the CLA class of coupe cars.

Case Study – Burberry Acoustic Campaign

Burberry Acoustic Campaign 

burberry-acoustic

By Megan Gagliardi

http://us.burberry.com/acoustic/#/acoustic

YouTube: https://www.youtube.com/playlist?list=PL53FCE734F52B7B6C

  • YouTube Playlist has 86 videos and 958,904 views

Facebook Page – https://www.facebook.com/Burberry.acoustic

  • Facebook Page has 2,004 likes and was establish February 4, 2011

Instagram – trending hashtag of #burberryacoustic with with 290 posts. Burberry also has their own account @burberry. They occasionally post behind-the-scenes photos for their acoustic sessions.

Purpose of this campaign? To connect with the Gen Y and to reconnect with the proper British heritage and culture of Burberry. In my opinion, it steers Burberry’s ongoing commitment to emerging musicians.

What is Burberry Acoustic?

  • Features a number of different bands promoting products in a way that ties into the company’s identity as an authentic, British brand
  • All songs were performed and recorded exclusively for Burberry.
  • Strives to showcase young, British bands
  • Oftentimes features collaborations
  • Sony and the British Fashion Council paired together to bring forth this campaign
  • iTunes has songs featured on Burberry Acoustic within their online store
  • “Launched in June 2010, [Bailey] conceives exposing Burberry’s increasingly international audience to local musical talents, ultimately widening Burberry’s base and projecting emerging English artists (wearing only Burberry, of course) into the world for all to see.” – Oyster Mag
    • Bailey, mentioned above, is the Chief Creative Officer of Burberry
  • Band videos are shared amongst Burberry social media and feature band members wearing Burberry clothing items

Results of Campaign Efforts

  • Consumers “love” the videos and photos of Burberry’s latest collections and catwalk shows.
    • Very little negative buzz
  • Burberry Acoustic is “pretty cool” and a “nice project.”
    • People love that Burberry is sharing quality music
  • Social media provokes buzz about Burberry products.

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  • Data is split half and half; half of consumers talk about Burberry after seeing Burberry Acoustic campaigns and the other half only mention the music.
  • A little over 10% mention desire or intent to purchase Burberry products after seeing the campaign.

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