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OREO Case Study

How Chirpify drove instant conversion from TV during the Grammys

 

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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 Grammys.

Campaign Results:

  • The campaign proved consumers can and will transact directly from a Television at scale with a single Tweet.

  • The campaign drove up to 5,000 tweets per hour, catapulting the campaign to become a nationally-trending Twitter topic.

  • @Oreo gained over 15k new followers in 12 hours with Chirpify – they normally average 1K in a day.

  • #SendMeOreo accounted for 5.3% of the total Grammy impressions on Twitter.

  • Oreo added 20K new members to its database. (Oreo limited the quantity to 20K)

  • Social product sampling program delivered 20,000 boxes to engaged social customers. (Oreo limited the quantity to 20K)

  • #Actiontag participation and sharing drove more than 46 million impressions and reached 22 million social accounts.

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. 

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.