Tag Archives: activation

Hashtags: The True Star of a Campaign

Recently, fashionista.com published an article, “Calvin Klien’s Fall Campaign Stars Lara Stone and a Hashtag,” that focuses on the brands use of hashtags for their new fall line. #MyCalvins, will be featured on various forms of media such as print, digital, in-store and outdoor advertisements. While the hashtag has already engaged 6 million fans, it is easy to see the strategy is working- but is it succeeding? It comes down to converting consumers who engage and measuring ROI from those consumers. This is accomplished by shifting more focus to the true star of the ad (with no offense to Lottie Moss of course), the hashtag.

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Problem:

While the hashtag reached 200 million fans in 23 countries since it’s launch, it’s productivity ends at conversation. What incentive does Calvin Klein provide for consumers to post photos (especially in their underwear!) and use the hashtag? For the consumer that engages with the hashtag, how is that data used to measure performance? These answers can be found when major brands shift focus from conversation to conversion.

Solution:

If hashtags are the glue that hold marketing together, Chirpify is focused on turning that glue into concrete and giving it utility. This is accomplished through activating hashtags (Actiontags) for cross-channel promotions. Actiontags allow brands to provide consumer incentive for using the campaign hashtag. When consumer’s participate in those Actiontags, brands are able to see a tangible ROI and conversion rate from their campaign. Success can be achieved across media platforms such as billboards, TV, and even In-Venue.

The Calvin Klein #MyCalvins campaign has been a clear success but it has the potential to be taken to a whole new level with Actiontags. By giving a user to participate beyond just a conversation but in a business conversion, both the user and brand benefit from seamless access and data collection.

To see how innovative brands have utilized this method and learn more about how to use social media for cross-channel promotion, register for our webinar here.

#SportsConf 2014 Recap: Sports Activation

In case you missed it, our very own Chris Mike spoke during a Q&A panel at this years Sports Conference– an all virtual conference with the industries top sports, tech and social leaders. He spoke on the topic of sports ‘activation’ and how brands can utilize social as the point of conversion in sports arenas, on billboards and in social. 

We had a great time along side some great companies and loved seeing the engagement from listeners in real-time.

Follow the conversion on twitter with #SportsActivation and be sure to drop us a question if you have one. 

Check out the video in full:

See a recap of the entire conference here.

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.