chamilia mother's day campaign: social media breakfast

CHAMILIA JEWELRYADDING SOME “SPARKLE” TO SOCIAL MEDIA SUCCESS

CHAMILIA MOTHER'S DAY CAMPAIGN2

WHO IS CHAMILIA?

• Locally based in Minneapolis,

acquired by Swarovski last year

• Products inspired by every

woman’s life story- especially

target demographic 30-50 year

old moms

• Over 600 exclusively designed

charms plus bracelets and

earrings

• Big on sentiment and story –

modest on budget


CAMPAIGN OPPORTUNITY

• Chamilia has three key seasonal touchpoints:

Holiday, Valentine’s Day and Mother’s Day

• Mother’s Day was an opportunity to reach the

target demographic and rapidly increase page

likes/followers and engagement

• We knew we could achieve this goal through

paid spend and a giveaway

• The campaign was a concentrated effort

around the themes of family ties,

relationships, and making memories


MOTHER’S DAY CAMPAIGN: SUMMARY

Campaign dates: April 14 – May 11

• Channels: Facebook, Pinterest, Twitter

• Target markets: Boston, Philadelphia

• Goals: Gain likes, generate buzz, support target

markets

• Content-driven messaging across organic & paid

• Giveaway offered charms & grand prize


RESOURCE BREAKDOWN

97.5%

2.5%

TV

Dgital

Traditional: National TV

• Extensive :30 ad buys on TV

• One conversion point

Digital: Facebook

• Conservative in resource

allotment

• Multiple conversion points


BENCHMARKS

Traditional: National TV

• Extensive ad spend on television

• Expected outcome: 8-10 million

impressions

Digital: Facebook

• Outcome: ~11 million impressions,

9,000+ new Facebook fans, 35,300

engagement, nearly 3,000 giveaway

participants

• With only 2.5% of resources

0

2000000

4000000

6000000

8000000

10000000

12000000

TV Digital

Impressions

Impressions


CAMPAIGN STRATEGY: FACEBOOK

• Engage current fans to like,

comment, share, and create

stories

• Garner new fans through paid

post boosting and page like

promotions

• Tap into our very loyal

following to become brand

ambassadors

• Leverage the visual nature of

the brand


BOSTON – PAID PROMOTIONS PERFORMANCE

• Promoted news feed posts to

consumers in Boston

• Impressions- 339,626

• Engagement- 6,469

• Average Cost Per Engagement:

$0.25

• 6,307 used store finder site

• At a 3% conversion rate= would

mean a significant increase in

revenue


PHILADELPHIA – PAID PROMOTIONS PERFORMANCE

• Promoted news feed posts to

consumers in Philadelphia

• Impressions- 186,970

• Engagement- 2,312

• Average Cost Per Engagement:

$0.22

• 1,850 used store finder site

• At a 3% conversion rate= would

mean a significant increase in

revenue


MOTHER’S DAY GIVEAWAY METRICS: FACEBOOK

9,000+ New Likes

~11 million Impressions


ORGANIC VERSUS PAID: FACEBOOK

Post Reach: Organic vs. Paid Summary:

• Paid ads significantly

increased fan growth

and post reach

• These paid ads

garnered more new

page likes in 4

weeks than over

the last 2 years


CAMPAIGN STRATEGY: PINTEREST

• Engage current fans to repin

posts from the board

“#MemorableMom”

• Garner new fans organically

through a pin to win

campaign- win charms/enter

for grand prize

• Leverage the visual nature of

the brand


Performance:

• Fans shared stories, sentiments and memorable quotes from their mothers or

about being a mother

• “#MemorableMom” Pinterest board generated an additional 700+ followers

and had a 100% re-pin rate

• 2,373 impressions- all-time high

for the brand

• 1,026 in reach

MOTHER’S DAY GIVEAWAY METRICS: PINTEREST


CAMPAIGN STRATEGY: TWITTER

• Use partnerships on Twitter

with preferred retail

partners for retweets

• #MemorableMom hashtag

• Drive visitors to Facebook

and Pinterest for contest

entries but maintain buzz via

Twitter hashtag

• Build community and gain a

loyal audience for deals and

giveaways


MOTHERS’ DAY METRICS: TWITTER

Performance:

• Achieved higher link clicks compared to any

previous month

• 150 new followers

• 5,773 link clicks

• 111 mentions

• 38 re-tweets

• Number of people who saw tweets = 16,790


MOTHER’S DAY CONTENT SAMPLE


MOTHER’S DAY SENTIMENT

• Fans were not just liking/commenting: They

were sharing stories and sentiments

• This is a crucial step in moving from outbound

marketing, to inbound customer retention


• Generated 9,000+ new page likes in four weeks- more than the last 2 years combined

• ~11,000 impressions• Increased page traffic and conversation

among fans• Awesome engagement!• Nearly 3,000 giveaway participants

• 500+ of which became new likes on Facebook

• All on a modest budget

DID IT WORK?


CONCLUSION

For more, visit:

• www.chamilia.com

• www.spydertrap.com

Questions?

• [email protected]

• @jennasbennett

• https://www.linkedin.com/in/jennasbennett

http://www.chamilia.com

http://www.spydertrap.com

chamilia mother's day campaign: social media breakfast

Social Media