Case Studies
The fact is theory alone just won’t do in getting you closer towards project and professional success. The following real-world stories featuring brands traversing the thickets of social media are an integral part of your learning process towards becoming an industry practitioner.
Make sure to read and understand each brand’s journey through thick and thin as well as visit their homepage & various social presences, tracking back their post history in order to research & explore first hand exactly how they managed to attain their current market positioning.
Excedrin on Twitter
Excedrin is an aspirin-based headache relief medication brand. Following market research results indicating their audience believes avoiding headaches during elections was an impossible feat, the brand decided to capitalize on the 2016 US presidential by promoting it’s #DebateHeadache campaign which was characterized by humorous cartoon graphics as well as sharp and poignant copywriting. While the campaign was entirely organic their results of 372X (37,200%) brand followers, 7.86mil impressions and 79k branded mentions would impress even the biggest ad spender.
Original Case Study on Twitter
Digital Impulses explain how they shifted their SMM strategy to support email marketing instead of sales
Though Social Media Marketing seems to be the trending channel of customer acquisition nowadays, email marketing surprisingly averages at 174% the conversion rate of SMM. Digital Impulse share how they shifted the focus of their social media marketing from getting sales to getting email registrations allowing them to leverage the medium of email marketing for maximum conversions and ROI. Using this method they managed to effectively segment their audience using SMM demographics, retarget their audience in a cross-platform fashion and more.
Read the full case study on Medium
AceBeute on Instagram
AceBeute is an online retailer of beauty products. During 2016 they hired a digital marketing agency, ILoveFasionRetail, to manage their branding & customer acquisition strategy and execution on instagram, using proper fundamentals such as market & competitor research to develop their strategy, they managed to effectively increase the brand’s following and conversion rate on Instagram.
These metrics, courtesy of INK361, show exactly how AceBeute grew their audience.
Original Case Study on ILoveFashion
Delissio on Twitter
Delissio is a frozen pizza company, former subsidiary of Kraft Foods and current subsidiary of Nestle since its 2010 acquisition. In anticipation to the 2016 national pizza day, Delissio embarked on a twitter campaign to engage it’s audience, both by tweeting a link to Periscope (Twitters live video platform), where they were streaming a live feed of their team baking Delissio pizzas for 7 whole hours, giving out hourly awards to viewers of either a monthly or yearly supply if their pizza, to top that off they continuously engaged in Twitter conversations on the subject throughout the day. All in all the Delissio accomplished 4k live viewers, 185 video replays during the 24-hour lifespan of the video, 174 watched hours, 750k impressions, 22k user-engagements, 50k likes (formerly favorites) and 300 new followers. Wow.
Delissio is a frozen pizza company, a former subsidiary of Kraft Foods and current subsidiary of Nestle since its 2010 acquisition. In anticipation to the 2016 national pizza day, Delissio embarked on a twitter campaign to engage it’s audience, both by tweeting a link to Periscope (Twitters live video platform), where they were streaming a live feed of their team baking Delissio pizzas for 7 whole hours, giving out hourly awards to viewers of either a monthly or yearly supply if their pizza, to top that off they continuously engaged in Twitter conversations on the subject throughout the day. All in all the Delissio accomplished 4k live viewers, 185 video replays during the 24-hour lifespan of the video, 174 watched hours, 750k impressions, 22k user-engagements, 50k likes (formerly favorites) and 300 new followers. Wow.
Thanks to this campaign which occurred on Feb 09, Nestle, with Delissio leading the charge, held onto a whopping 43% of the Canadian frozen pizza market share in its entirety with that specific market being the key growth driver for Nestle.
Today Delissio is experimenting with Twitter ChatBots to further engage its target audience.
Original Case Study on Twitter
Buffer on Facebook
Buffer is a social media scheduling platform. Throughout 2016-17 they changed their Facebook Growth strategy which previously included 3-5 posts per day, highly emphasizing on organic content and marketing posts aiming to drive organic traffic to their website and blog. At this time each blog post was published to Facebook indiscriminately.
After several experimentations Buffer came out with a pivotal shift from the previous strategy, they minimized their posting schedule to include only 1-2 posts per day focusing more on quality and content relevance to their FB audience, rather than quantity. Along with their organic content, they started including content curated from other brands as well as entertaining images targeting their audience. Their articulated new strategy named Edu-tainment focuses on educational, thoughtful and valuable insights as well as funny, relatable and entertaining content. If a piece of content can relate to both these fields simultaneously all the better, though being affiliated with just one side of the coin works just as well.
With their new minimized strategy Buffer managed to increase both their reach and user engagement on Facebook by 3X.
Original Case Study on Buffer’s Blog
POSHme on Facebook
POSHme is an emerging Czech-based online female-fashion-retailer targeting a female audience ranging from 26-45 years old located in Czech and Slovakia. Using Facebook and Instagram they have reached astonishing results of 6X growth in 5 months, now amounting to a whopping 35% of their overall traffic. Utilizing FB CTA marked ‘Shop Now’ appearing both on their page and in search results, and leading to their homepage, the brand managed to elevate their visitor conversion rate by an astonishing 50% from its previous baseline (i.e Baseline * 150%). To date the brand now pulls in 250k monthly visitors to their homepage. They have recently begun using Messenger ChatBot capabilities to improve on customer success and support, both on FB and on their own domain.