Part of my goal here on prTini and through the weekly e-newsletter, A fresh AP[PR]OACH, is to provide relevant, actionable tips, tools and case studies to help all of us get smarter and more creative. That’s one reason why I love sharing case studies from our client work, as well as highlighting a best practice/case study in each e-newsletter. If you haven’t subscribed to the e-newsletter, I’d recommend it (though, clearly I’m biased!). Either way, read on to catch up on some of the case studies we’ve shared thus far in A fresh AP[PR]OACH:
Bevel Nailed its Brand Launch with Good Storytelling and Media Relations
Whether you’re a startup building from the ground up or an established brand launching a new product, securing the right stories, in the right outlets, is integral in building brand awareness, driving sales and demonstrating momentum to potential partners. Bevel is one brand that got it right. Bevel launched in December 2013 to provide African American men with high-end shaving tools by mail. Tristan Walker, Bevel’s founder, recognized the company wouldn’t be successful simply by selling helpful products. More importantly, they’d also have to tell a story that was authentic and real. And so they did. The result? Bevel has maintained a steady stream of media coverage since launching, including The New Yorker, New York Times, Complex magazine, Fast Company and Forbes. (Share it!)
Sevenly: Social Media for Social Good
Sevenly is an online “cause marketplace” that raises money for charity through the sale of their products. The concept is simple: Sevenly partners with a different non-profit each week, donating $7 to them for every item sold in seven days. But, the partnership doesn’t stop at a donation. Sevenly also helps build awareness for each organization that it partners with, and that’s where social media comes in. Sevenly uses its social channels (including Facebook, Twitter and Instagram, among others) to educate and engage supporters – sharing stories and statistics about the non-profits it partners with, challenging fans and followers to get involved and encouraging them to share campaigns with their own networks. As a result, Sevenly’s campaigns have been shared 283,538 times to date, plus they’ve raised more than $3.5 million for various charities and helped more than 1.6 million people. (Share it!)
Jeni’s Ice Creams is Engaging Fans in a Snap
Sixty million installations and counting, Snapchat is no longer just another platform for Millennials and teens to share selfies with their friends. Smart brands are beginning to use the app to their advantage, engaging fans with coupons, contests, sneak peeks and more. Jeni’s Ice Creams, for example, announced on Twitter earlier this year that fans could follow them on Snapchat to find out about new flavors before they dropped – a smart, simple way to pique interest in the new flavors while encouraging fans to follow them on the network. (Share it!)
Teen Vogue is Leveraging the “Instalist” to Reach More Readers
In February, Teen Vogue launched the Instalist, an influencer marketing campaign that will showcase 10 influential fashion bloggers and Instagram “celebrities” throughout the year. Members will participate in multiple promotions on behalf of the magazine, plus they all received $1,500 shopping sprees (to be spent at any of Teen Vogue’s major advertisers, of course) to kick things off. Combined, the Instalist reaches 1.6 million Instagram users – more than doubling the magazine’s audience on the network. The campaign simultaneously adds value for Teen Vogue’s advertisers while creating an exclusive opportunity for some of their most influential fans. (Share it!)
Del Monte Stirred up “Surprise + Delight” to Reward Fans
Creating outstanding experiences for unexpecting fans can garner a lot of goodwill and positive outcomes for brands. Last month, Del Monte “surprised and delighted” 75 of its most interactive fans and followers, partnering with Kitchensurfing to send in-home chefs to each person’s house to prepare and cook them customized, homemade meals (featuring Del Monte fruits and vegetables, of course). Fans shared photos and videos of their experiences on Facebook, Twitter, Instagram and Vine – multiplying the reach of the story beyond the initial participants. Plus, Del Monte secured mentions and product reviews on a handful of blogs that will help them reach even more customers. (Share it!)
Rent the Runway: Saving Closets One User-Generated Photo at a Time
Ladies, ever find yourself staring at a closet full of clothes but still feeling like you have nothing to wear? Consider Rent the Runway (RtR) your fashion fairy godmother. One click and suddenly you’ve got access to hundreds of designer dresses – all available to rent at 90% off their retail price. What’s a girl to do when she looks so stylish? Share photos with other budget-savvy fashionistas for outfit inspiration. Recognizing that customers were regularly posting photos in their dresses on Facebook, Twitter and Instagram, Rent the Runway launched “Our Runway” to collect and use those photos to drive sales. It’s simple: Women upload pictures of themselves wearing their RtR dresses, and add brief descriptions of where they wore it, what they thought and how true to size it fit. Then, when shoppers are researching dresses, they simply type in their measurements and what they’re looking for, and voila: They’ve got a bunch of accurate recommendations right at their fingertips. By leveraging their shoppers’ love for sharing the latest fashion finds with friends, Rent the Runway is creating a better experience for its customers. In fact, Rent the Runway reports customers are 200% more likely to rent a dress after viewing “Our Runway” photos. (Share it!)
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Got a case study you think we should feature in our e-newsletter? Email me the details! heather[at]gebencommunication.com