Tag Archives: taylormade

Measure Television Media ROI Using Social Media

In case you missed part one of this three part series, we discussed how to use social as a point of conversion from traditional media placements. We’ve already covered how this works for billboards placements and today we are going to talk about television conversion.

Many people have discussed the connection between TV and social media. Unfortunately,  those discussions have been limited to engagement, not actual conversion. We’ve learned with several different clients that giving viewers a yes button on a TV (Actiontags) allows traditional media offers to be claimed and amplified by viewers within social media. Actiontags allow brands to display a call to action on any media (TV, billboards, print, in venue) giving consumers the ability to respond to the message instantly on social. When consumers utilize this call to action, they can continue down the conversion funnel to their desired end result.

Some of our clients are utilizing this feature for several different programs on traditional media including sampling and sweepstakes:

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As the PGA Byron Nelson Championship aired on television, TaylorMade promoted their Actiontag sweepstakes for their newest product, The SLDR S golf club. The Actiontag sweepstakes was aired live during the CBS Broadcast. Users who saw the call-to-action during the PGA broadcast on CBS could enter the sweepstakes to win a SLDRs or trip to the US Open by posting two branded hashtags on social.

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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 2014 Grammys.

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

By adding a conversion component to hashtags that we see on TV today, brands can expand their reach and ultimately learn about their most engaged consumers- within a whole new, noisy and social channel.

Stay tuned for our final piece on how Chirpify helps connect the dots between in-venue advertising and converting consumers in social.

We will be hosting a webinar on August 14th at 11am “Leveraging Social Media for  Cross-Channel Marketing Conversion.” Read more and join us by visiting our Channel here.

TaylorMade Golf Activates Email Offer in Social

Brands who use actiontags in their email marketing are utilizing Chirpify as a way to socialize their email list— creating a bridge from email into social and driving valuable earned media impressions.

Chirpify’s partnership with TaylorMade Golf provided us with exciting new insights— by activating a sampling campaign within both social and email TaylorMade was able to distribute 10k new products to qualified consumers in under two days.

TaylorMade sent a promotional email to their subscribers telling them about the chance to receive free golf balls by tweeting #Enter #ProjectA, a campaign they were currently running on social. The result? We saw a huge spike in engagement on Twitter which was directly driven from the email blast. Users saw the call-to-action and were quick to participate on their social channels.

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An active brand who uses actiontags in their media:

  • Allows marketing messages in an offline channel to be actionable for the consumer, no matter where they see your message
  • Gives the brand the ability to reach out to the qualified consumer and ask, “Would you like to try?” and then having the ability to fulfill those requests. 
  • Is able to understand the profiles of the consumers who engage, so that future initiatives can targeted to the right people
  • Can amplify public and direct messaging into social, reaching potential fans and consumers

TaylorMade Golf SpiderSi Case Study

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TMaG Case Study

To promote the new Ghost Spider Si Putter TaylorMade Golf gave away 20 of the new putters via a social only sweepstakes. The campaign was promoted on Twitter and Facebook and coincided with the Shell Houston Open. 

Campaign Results:

  • In 5 days, they gathered 3,171 completed sweepstakes entries and generated 2.7 million earned media impressions.

  • The campaign helped the campaign hashtag (#SpiderSi) trend in the golf category. 
  • They saw over 6,200 visits to their campaign page and over 93% of all traffic was via mobile.

Chirpify Benefits:

By using Chirpify’s mobile campaign form, TMaG saw an incredibly high mobile traffic rate. This number is about 25% higher than the average social campaign. Without using any paid media dollars around a major event, by using #actiontags they were able to amplify their branded hashtag to become trending within the golfing community during the Shell Houston Open. 

TaylorMade Augusta Sweepstakes Case Study

TMaG Case Study

TaylorMade Golf put on a 4 day sweepstakes, giving away exclusive Master’s gear, as a way to say thanks to their fans for helping them be the #1DriverInGolf. There was a unique giveaway Thursday through Sunday, promoted solely and organically on Twitter.   

Campaign Results:

  • 4,202 sweepstake conversions with 8,786 unique intents (use of the branded hashtags in social).

  • No paid media and still the campaign was able to generate 4.45MM impressions and reach 2.6MM unique users.

  • Over 85% of the campaign traffic was via mobile and still contributed to a 48% conversion rate. 

Chirpify Benefits:

Event sweepstakes without media dollars attached will experience natural engagement attrition as followers begin to see the messaging several times.  However, they appear to be a very cost effective and agile way to acquire CRM data, enabling TMaG to market in real time. Not only were they able to run a successful sweepstakes but they were able to collect data of users who are interested in their merchandise for future promotions. 

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. 

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.