Forever 21 Case Study

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The Promotion:

Forever 21 ran a #Gimme promotion through Twitter over the holidays, giving users access to a 10% promotion on their website using #actiontags. All the user had to do was retweet the original post containing  #Gimme & #ForeverHoliday.

The Results:

  • Forever21 was able to secure a 42% conversion with 1260 intents and 535 completed entries from all consumers who either Tweeted or Retweeted the key hashtags #gimme #foreverholiday.

  • The campaign delivered nearly 3 million impressions, and reached 1.5M accounts- 83% which engaged via mobile device

By using actiontags for this promotions, Forever 21 was able to break through the promotional holiday clutter, reaching 10x more fans than normal promo social posts. Besides driving direct commerce traffic to their website- they were also able to collect social data from engaged users for retargeting marketing purposes.

Lady Gaga Case Study

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Summary:

Lady Gaga utilized Chirpify for direct commerce on social– enabling in-stream commerce to drive pre-orders of Lady Gaga’s ARTPOP bundle to her fans via Facebook. Fans who were interested and wanted to buy the product just commented #Buy on the post and received direct details for how to finish their transaction.

Campaign Results:

  • The single post created 60.12 million potential impressions with 1,349 shares, 52,075 likes, 1553 Comments

  • There were 6495 actions of consumers landing on the campaign page with 60 completed transactions of $60 

  • Although Gaga only posted on Facebook her fans also moved the conversation to Twitter, creating 72,650 additional impressions using the hashtags #buy #ARTPOP.

Takeaway:

The bundled package had already been in market, and on Lady Gaga’s social pages, for over 2 months. The Chirpify campaign successfully created new excitement around the existing package. Social media has been a proven channel for commerce as 60 people completed the $60 purchase with a few clicks.

 

Eminem Case Study

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Summary:

Eminem teamed up with Chirpify for #GivingTuesday 2013 to help raise money for Wolverine Human Services, a Detroit based social service agency helping troubled teens. Eminem took to Twitter and encouraged his fans to instantly donate $10 to Wolverine and promised to match every dollar up to $100,000. All it took was one tweet.

Campaign Results:

  • The message received over 2.5k retweets resulting in over 14 million impressions.

Takeaway:

#GivingTuesday takes place once a year, where thousands of brands partake in raising awareness and funds for small businesses or non-profit organizations. By using actiontags, Eminems campaign broke through the clutter of a trending topic and reached far more people than any of his typical posts. Several news outlets picked up on his story- extending the reach of the non-profit he supports.

 

TaylorMade Golf Case Study

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The Promotion:

TaylorMade Golf launched their new Project (a) Golf Ball at the AT&T National Pro-Am at Pebble Beach. To expand the excitement around the new product TMaG ran a #Enter to win Chirpify campaign on Twitter, Facebook and through their email marketing, with the goal of giving away 20K sleeves of the new ball.

The Results:

  • Through Chirpify TMaG was able to give away all 10K sleeves within 2 days of the campaign launch, the same weekend of the Pro-Am.

  • There were 31,390 intents, all of which TMaG was able to capture data for specific golfers (type of handicap)

  • One tweet reached 1.19MM accounts and generated upwards of 1.42 MM estimated impressions.

  • Chirpify delivered over 7k direct responses to people to complete their entry.

TaylorMade Golf was able to use their email marketing list to engage people within social media. By putting a tweet intent in their email (“Tweet #Want #ProjectA on social to enter to win”) they took a private offer into the public sector. Because of the data collection, TMaG was able to get the balls in the hands of qualified consumers, likely to purchase the ball in the future. 

Why You Should Use ‘Actiontags’ in Your Social Media Marketing

Over the past few years, we have all seen an industry-wide shift toward “in-stream” content and campaigns. However, brands are still trying to discover how best to maximize their return on the time, money, and effort that goes into the creation and promotion of their social marketing initiatives.

Because content marketing has become something of a commodity, the first challenge lies in breaking through the noise and making sure your audience is seeing, engaging with, and sharing your content. The next—and even more critical—step is using the power of social media as the point of conversion for your marketing. How do you turn a like into a sale? How can a brand make sure to capture and engage their biggest advocates in a way that contributes to revenue?

As community managers, we see these attempts every day as brands run social giveaways in hopes for participation and post creative content in hopes it will be shared, all while crossing their fingers that the customers who like something one day will keep them in mind when making a purchase another day.

Turning Conversations Into Conversions

The best opportunity comes from keeping consumers’ engagement, participation, and conversion within the same social context, rather than pointing them away from the platform they are already active on.

While multitasking consumers are watching TV, doing homework or working on their computers, they are at the same time engaging on social and brands must make it simple for the user who has little time—and even less attention span—to engage with and respond to what they have to say.

So, in a perfect world, brands would be able to amplify great campaign content, create an instant conversion from those who have opted in (liked, retweeted, and shared), while also capturing user insights to better target future campaigns.

How to do this? Using an activated hashtag or “actiontag” to use social as the point of conversion for marketing, rather than just a messaging point.

Actiontags Make Social Tags Actionable

An actiontag is a hashtag that triggers a response. For example, rather than just posting “We have a #NewProduct!” a brand can post “We have a #NewProduct! RT if you #want more information about it.”

Here are three of the benefits of using actiontags in your social marketing campaigns:

  1. Participation via actiontags. When consumers express their interest in or support for something using actiontags like #want, #buy or #enter, they are explicitly—and publicly—raising their hand. That kind of social opt-in gives the brand an opportunity to respond directly and capitalize on that intent.
  2. Automated brand messaging. With automated messaging, a big brand now has the ability to reach out to each and every person who has raised their hand to be apart of a campaign that they have created. That allows brands to cost-effectively engage consumers one on one, opening up new marketing and conversion opportunities.
  3. Built-in amplification. Most social posts and messages are buried among thousands of others and have a difficult time elevating above the noise without a significant paid budget behind them. However, using an actiontag in your post creates built-in amplification—since the message spreads organically every time a consumer takes action on it.

Actiontags in Action

At Chirpify, we work a lot with brands, artists, and agencies to leverage actiontags to unlock the value of social content and conversations. Following are some best-practice examples of actiontags in action.

Recently, Chirpify executed several campaigns using the actiontags #Donate and #Enter. For example, when Adidas launched its new Carmouflage football cleats, fans were able to participate in a product giveaway by using the branded hashtags.

Rapper Eminem took his #GivingTuesday campaign to the next level by asking his fans to donate $10 to a Detroit-based charity, promising to match every dollar up to $100,000. Users who participated were then sent an automated message to donate directly.

Those campaigns were unique in that they didn’t make users break their normal social and online behavior. No busy landing pages, banners ads, or counting hashtags. Brands instantly turned fan participation into a social conversion.

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As the role of social media continues to expand, we’ll see more offline media efforts (TV, print, and radio) using social as the point of conversion for their campaigns.

Because they work any time a consumer posts, actiontags allow brands to capitalize on fan conversations and participation—even driven by external media. Using cross-channel campaigns and promotions to drive conversion via social will open up exciting new opportunities for brands and agencies of all types.

Read more: http://www.marketingprofs.com/opinions/2014/24133/why-you-should-use-actiontags-in-your-social-media-marketing#ixzz2zkxsL59B

5 Ways to Socially Activate Traditional Marketing

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For the past few years, brands have been investing heavily in social content and listening, and have learned a lot about how to access and engage their audience.  That audience has evolved, though, as consumers have come to expect and rely on social media as a direct channel to the brands they care about. Through direct customer dialogue, social media becomes an always-on platform for direct marketing & commerce, on the consumer’s terms.

Connected consumers have always-on, instant access to brands through their smart devices and now it’s time for the brands to leverage this power. So far, hashtags are the strongest and most effective tool to track conversation reach potential consumers by interests. Now by using activated hashtags (#actiontags), brands can put a call-to-action anywhere and consumers can respond instantly from their devices.

Here are five ways this works:

1. At Events

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Sell an album to a crowd during a concert. Fans who are already holding up their phone to take a picture can instantly purchase on social with a few clicks. There is no better potential consumer than one that just had an awesome experience and is still hyped up on adrenaline.

2. Live on TV

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Offer TV viewers a chance to win tickets to the next game right after the final buzzer. Capturing real-time opportunities is a dynamic way to get users to opt into sweepstakes.

3. Email Marketing

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Offer a consumer email list a free sample product by showing intent on social media. This way private brand messaging and offers get amplified in a public space.

4. On Billboards

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Offer a test drive from a billboard to allow consumers to schedule a time on social directly with the brand. This drives an action from a message and makes it easy for a consumer to continue the dialogue.

5. Print or Banner Ad Placements

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Use hashtags in a print or banner ad to get promo code or special offer and allow users to respond in social rather than developing a landing page.

All these things are possible today for brands that take advantage of the direct customer dialogue opportunity through their existing social channels.  And brands who are the first to leverage these strategies are gaining unique insight into how they can turn social communication into social conversion.

Read more here.

3 Ways To Do Social Media Sampling Right

Since before social media, product sampling was already intuitively social. From grocery store tasting trays to department store perfume reps- sampling has been a great way for brands to connect with potential consumers directly. Giving an undecided purchaser the chance to try your product, at little cost to the company, can highly influence their on-the-spot decision making.

Social Sampling Done Right:

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Social technology and automation software allows brands to instantly engage and convert interested users from any media outlets (social, TV, print, billboard, digital ads). By using #actiontags (#try #newproduct) across media, brands can automatically find and respond to a user with their offer. This acts as a consumer opt in— allowing them to get something in return instantly and on-the-go (mobile, mobile, mobile!). This technology also allows companies to capture unique data (shipping address, social ID, age, location, favorite ice cream flavor) of engaged consumers and allows products to be distributed to those most likely to purchase.

Benefits of Social Sampling via Chirpify:

  • More Qualified – gather information about consumers first so that you can put samples in the hands of those most likely to have a good product experience, and spread the word

  • Higher Amplification – Because friends and followers can see when a consumer requests a sample using an #Actiontag, there is a dramatic increase in the earned media amplification. This is also a great way to reach audiences that don’t respond to traditional ads/offers.

  • Cost Effective – By using Chirpify to offers samples directly via social conversion, brands avoid the typical costs associated with a microsite or custom sampling form.

Examples of Social Sampling Done Right:

1. OREO

For the first time ever, OREO launched a product sampling campaign by featuring an #actiontag in a prime-time TV commercial. It offered customers first access to a new product flavor by adding the hashtag #SendMeOreo at the end of the TV spot, which aired during the 2014 Grammys.

By activating a TV commercial within social media using an #actiontag, Oreo was able to amplify their message within an online channel, reward engaged viewers and distribute product to those who have shown intent.

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Results:

  • The campaign drove up to 5,000 tweets per hour, catapulting the campaign to become a national Trending Twitter Topic. 
  • oreo gained over 15k new followers in 12 hours with Chirpify – they normally average 1k per day.
  • #SendMeOreo accounted for 5.3% of the total Grammy impressions on Twitter.
  • Social product sampling program delivered 20k product packages to engaged social customers.
  • #Actiontag participation and sharing drove more than 46 million impressions and reached 22 million social accounts.

2. Secret

Secret used Chirpify for a product sampling campaign– getting their new Secret Clinical Strength deodorant into the hands of busy, social moms. Seeding began by activating a product post within a Twitter mom’s group.

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Activating social posts allows brands to capitalize on fan conversations and participation. It propels content across feeds, and sometimes across channels, enabling organic content to spread like wildfire. Additionally, brands are able to reward users and distribute product to those who have shown intent by using the #actiontags.

Results:

  • News of the deal spread online and then to Facebook, with thousands of Tweets using the branded actiontags
  • The campaign hashtag #StressStinks then became a national Twitter Trending Topic.
  • 5,000 products were claimed within 4 hours.

3. TaylorMade

TaylorMade Golf launched their new Project (a) Golf Ball at the AT&T National Pro-Am at Pebble Beach. To expand the excitement around the new product TMaG ran a #Enter to win Chirpify campaign on Twitter, Facebook and through their email marketing, with the goal of giving away 10K sleeves of the new ball.


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TaylorMade Golf was able to use their email marketing list to engage people within social media. By putting a tweet intent in their email (“Tweet #Want #ProjectA on social to enter to win”) they took a private offer into the public sector. Because of the data collection, TMaG was able to get the balls into the hands of qualified consumers, likely to purchase the ball in the future.

Results:

  • Through Chirpify, TMaG was able to give away all 10K sleeves within 2 days of the campaign launch, the same weekend of the Pro-Am.
  • There were 32,000 intents, all of which TMaG was able to capture data for specific golfers (type of handicap).
  • One tweet reached 1.19MM accounts and generated upwards of 1.42MM estimated impressions.
  • Chirpify delivered over 7k direct responses to people to complete their entry.

Find out more about how Chirpify’s tehcnology works here or download our Sampling Solution One-Pager for more detailed information.