Article

Audrey Dotson
Audrey Dotson 10 March 2016

Social Media Campaigns We Love

Who’s been doing a great job? What are some of our favorite campaigns? Here are three companies producing amazing results on Facebook, Pinterest and Instagram.

Facebook Ads – Adore Me had incredible response to their Black Friday strategies
Hate ‘em or love ‘em, Facebook Ads are very effective for generating leads. The key to success is targeting the right individuals.

“Business2community” did a mini case study on Adore Me, an online lingerie retailer, that had an incredibly successful Black Friday-Cyber Monday social campaign. Adore Me focused on professional women between 18 and 36, and the results from the campaign were:

adore_me_MPreview.png

Adore Me reached their goal for new member sign-ups in their target audience with two methods and tools:

1) Enhanced ad targeting with Facebook marketing partner Nanigans’ ad automation software and

2) Optimized delivery with Facebook’s Audience Insights.

In addition, Adore Me optimized every part of the customer experience from ad clicks to the landing page sign-ups. The retailer went a step further to enhance their customer experience with a sleek, black theme color and design for Black Friday and a wintery scene on Cyber Monday. Adore Me also used these strategies to motivate their customers to purchase on these days:

-% off discounts
-Limited time offers
-Comparisons showing sales vs regular pricing
-Reminders about free shipping

Pinterest – Wayfair pinned their way to an impressive increase in revenue

Pinterest is one of the top social platforms where people go to be inspired by products, making it the perfect place to build retail marketing campaigns. According to “Social Media Today,” there are 2 million product pins daily. As Pinterest develops more features for retailers to attract customers, it’s becoming essential for brands to have a strong presence there. One example is a feature called “Pinterest rich pins” which allow you to notify followers when you’ve discounted a product they had previously posted.

One important note is that the most re-pinned items are actually recipes and brands engaging their pinning communities best, don’t stop at sharing products. Special events and the holidays give them ample reason to get creative with boards featuring a variety of content, including food and drink recipes. The key to Pinterest is to be creative and build content around a whole lifestyle for your products.

J. Crew, Nordstrom, Etsy, Target, Wayfair.com and Poshmark are just some of the brands using Pinterest successfully to boost sales. One campaign that really impressed us was Wayfair’s “Turkey Day Table” promotion in November 2013. The campaign asked participants to curate their own boards with 5 or more pins about their ideal “Turkey Day Table” from the Wayfair Thanksgiving boards.

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