Not only is social media a great way to create a better relation with your customers, it can also be a powerful sales tool. Here’s a perfect example:
Stena Line’s Christmas campaign for cosmetics and perfume 2009 included a Facebook application in the form of a quiz, called “The Christmas gift quiz”. After having taken the quiz, the user was matched to a specific profile. Each profile was linked to a list of matching Christmas gifts.
6000 people took the quiz. Through social ads (“Person X has taken the Stena Line Christmas Quiz – he’s a Gentleman | Comment | Like | Take the Quiz”) the quiz was also visible to all their friends. A Facebook user has in average 120 friends. This means that 6,000×120=720,000 users were exposed to the Stena Line brand. This, in turn, means a cost of approximately 1 Euro per person in brand acknowledgement
This was an integrated campaign combining both print, e-newsletter and PR 2.0, i.e. reach out to shopping and make up bloggers with an offer to run competitions on their own blogs with Stena Line products as prizes.
Stena Line used Google Analytics to follow up the statistics regarding the campaign. Here are the results:
13% sales increase in cosmetics and perfumes.
100% increase in visitors to the Stena Line shopping pages.
Why was this campaign so successful?
1. It was a relevant – timed with Christmas shopping
2. The element of game/entertainment was included
3. Background research was made regarding which bloggers to talk to, to help spread the message
4. It was an integrated campaign, on-line/off-line combined
As you might have noticed, I love social media whether it sells or not, but it is so much easier to motivate to other people with this type of statistics!
/ylva.
