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November 10, 2011

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MavenSocial Case Study: Carhartt Facebook User Generated Campaign

by MavenSocial

This past year, MavenSocial created a Facebook campaign for Carhartt Inc.  We saw some amazing results, and thought that we would share it here.

Who is Carhartt?

Carhartt Inc., is a U.S.-based clothing company founded in 1889. It is still a family-owned company, owned by the descendants of company founder Hamilton Carhartt, with its headquarters in Dearborn, Michigan.


Social Media Influencers (Mavens) share avidly with their groups of friends, creating social lift.

Objective:

Carhartt approached us because they wanted to increase engagement on Facebook by increasing Likes and opt-ins.

Now, why would Carhartt, a well-known staple in many a wardrobe, be worried about reaching people through social media outlets?  They understand that there is a large potential market that can be reached through Facebook and other social networking sites.

Scott Haiges, President of ROI Research Inc. explains the social media facts:

+One in 4 respondents have 4 or more active social network accounts,

+More than one quarter access their Facebook or

Twitter accounts at least once a day via their mobile phones.

Haiges, explains “we knew that these sites are extremely popular for socializing, but the level of interest for branding and promotional marketing content is surprisingly large.”  Social media outlets truly are becoming a powerful way to reach an otherwise untapped market.  Facebook is coming out on top with 44% of online sharing occurring on Facebook.

So what does this all mean for Carhartt?

Carhartt knew that they wanted to actively engage a vast amount of people over Facebook; this is where we came in.

Solution:

Facebook Campaigns encourage Sharing, identifying Social Infuencers (Mavens).

MavenSocial recommended a User Generated Campaign.  Users could upload images or videos on how they have creatively used their clothing. Campaign users could then share their images with friends on Facebook, Twitter and via eMail. Every share provided an additional ballot to the user. Users were offered spot prizes for adding an entry and the top creative photos or videos were granted grand prizes.

Results:

+Facebook Likes increased by over 100,000 during the campaign

+Almost 6K new email registrations

+50,000 plus consumer voter interactions

+Top 20 influencers brought in 8% of all the new email registrations. One influencer brought in 88 potential customers.

+219% Lift on Sharing, Total Social Lift including Facebook referrals was 1,627% on Paid Media drivers

We understood that the best way to engage with fans to increase Facebook Likes and opt-ins was through interaction with people.  The power of social media influencers, or Mavens is apparent, with a 219% lift on sharing.  Social lift is the amount of people that actively participate in the campaign, without the company paying for the direct marketing costs; in other words, these Likes and opt-ins were obtained free of charge for Carhartt.  Carhartt’s social media Mavens are the people who shared Carhartt’s information amongst  their friends; who in turn interacted with the campaign.  An example of the campaign’s Maven would be one influencer who brought in 88 potential customers – now that’s great sharing!

1 Comment Post a comment
  1. Feb 29 2012

    Excellent article, thanks.

    Reply

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