Mass relevance hollister case study

Client: Hollister Type: Online Sector: Retail Source: Twitter

+ Hollister drove a 500% ROI with Social Sharing Campaign OBJECTIVE

Increase brand equity and social buzz by building a collective voice of consumers around the Hollister brand.

STRATEGY

Provide an opportunity for consumers to rally together to unlock a limited promotional product through social interactions.

RESULT

Hollister increased social buzz, consumer reach, and conversion by integrating an interactive, social experience into their owned digital property.

Twitter: @massrelevance

Email: hello@massrelevance.com

Web: www.massrelevance.com

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Client: Hollister Type: Online Sector: Retail Source: Twitter

Hollister drove a 500% ROI with Social Sharing Campaign

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BACKGROUND

Hollister knew the key to appealing to their social-savvy consumer was to meet them on their favorite platforms. Leveraging Twitter and Facebook, Hollister partnered with Mass Relevance to incorporate an engaging social component to their latest promotional product.

Together, Mass Relevance and Hollister built a dynamic experience that “unlocked� t-shirt sales once social chatter reached a peak. The Flock-to-Unlock experience spurred participation, and brought the Hollister community together strengthening brand affinity and awareness.

OBJECTIVES

Create a shared experience that the Hollister community can access and experience socially.

Spark authentic, word of mouth content by motivating and rewarding social participation around the brand.

Increase awareness and traffic to an interactive destination in order to facilitate consumer engagement and sales.

Twitter: @massrelevance

Email: hello@massrelevance.com

Web: www.massrelevance.com

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Client: Hollister Type: Online Sector: Retail Source: Twitter

Hollister drove a 500% ROI with Social Sharing Campaign

+ STRATEGY

RESULTS

Hollister created an interactive destination for consumers to use their collective voice to unlock a special promotion. In partnering with Mass Relevance, the brand built a FlockTo-Unlock experience in which fans Tweeted with the hashtag #InHollister to release the brand’s special deal for the day. Tweeting to activate the promotion sparked the generation of earned social media and directed new people back to the branded destination.

A progress bar on the website tracked the volume of Tweets so that consumers could follow the progression of the campaign. A stream of real-time social content was integrated into the site to create a fresh and dynamic experience for visitors and encouraged people to join the conversation.

Visitors amplified content around the special event by re-tweeting or replying to content directly from the site.

With over 40,000 #InHollister T-shirt Tweets, Hollister successfully drove over 600% increase in mentions over the course of the campaign.

Online sales increased by 45% from the average day, indicating the power of activating consumers through social.

Over 44% of the total sales volume during the campaign was driven by the promotional product; Hollister also sold through 98% of their inventory through the campaign.

To more effectively make the most of their media resources, Hollister leveraged Twitter promoted hashtags to increase campaign exposure. The hashtag drove consumers to the Flock-to-Unlock experience where they could join in the conversation and take advantage of the special offering.

Twitter: @massrelevance

Email: hello@massrelevance.com

Web: www.massrelevance.com

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