8 Social Media Hits … and Misses
In the opening keynote presentation yesterday at the Internet Retailer Conference & Exhibition in Chicago, David Griner and Dan Shust shared their thoughts on the effectiveness — or lack thereof — of eight social media campaigns from national retailers.
Griner, social media strategist at Birmingham, Ala.-based advertising agency Luckie & Co., and Shust, director of emerging media for Resource Interactive, a Columbus, Ohio-based digital marketing agency, shared these examples and takeaways:
1. Burberry, Art of the Trench. This Facebook Connect campaign from the luxury apparel and accessories brand asked consumers to submit photos of themselves in Burberry's signature trench coat. The photos were added to a collection alongside shots from famous photographers. The campaign generated 7.5 million page views, 1 million Facebook fans for Burberry and a 10 percent increase in same-store sales for Burberry's trench coats. While both Griner and Shust gave the campaign a thumbs up, they lamented the fact that you couldn't buy a trench coat right there on the Facebook page.
2. IKEA, photo tagging. A new store opening for the Swedish home decor retailer was the impetus behind using photo tags on the Facebook page of the store's general manager to make a stir. The store uploaded photos of its showroom to a photo album on the page, and the first Facebook fans to tag items in those photos got them for free. The demand for IKEA pictures and links grew on the Facebook page, and attracted a massive amount of free PR. But it also pushed the boundaries of privacy regulations. Griner gave it a hesitant thumbs up. Shust wasn't so kind. He criticized the small reach of the campaign — it was relevant only to this particular IKEA store's demographic — and noted it should have been done on a more global basis. He gave the campaign a thumbs down.