social media case study : stanley kane contest summary #rebelinme

Stanley Kane Contest Summary

30th January, 2014

Social Media and Business Objectives

• To engage with the followers on Twitter and increase brand visibility

• To generate interaction and excitement about Stanley Kane’s range of latest British fashion products

• To promote the ongoing offer of flat 45% off and divert the traffic to the website

Key Insight

• A lot of people on Twitter participate in simple contests

• Simple yet useful gratifications excite people to participate in such contests

• Contests give a lot of traffic to the page as well as attract attention of other followers

• It gives more exposure to the brand via followers of the participants

Challenges

• Reach out to fashion lovers & followers in an attracting way

• To get maximum participation from the followers and also increase the base of new followers

• To get maximum exposure to the brand Stanley Kane

Creative Idea

• The idea was to set a buzz about the recently launched British fashion brand in India

• The users were given simple multiple choice questions to choose from

• The questions were related to Stanley Kane as a fashion brand

• The answers were posted along with Stanley Kane product links to the website also promoting the ongoing offer of flat 45% off

Execution – Contest Launch

• A series of 10 simple questions were asked related to the brand and fashion in general

• The users had to reply with their preferred choice of option

• Fans were asked to answer the questions with the hashtgas #StanleyKaneIndia and #Rebelinme

• Questions related to Stanley Kane products were posted after every 20 minutes

• Encouraging and interactive tweets were posted in the interval gap between two questions

Results & Benefits to the Brand

• Awareness amongst the new followers about the brand and its products

• Positive interaction from recent and existing followers

• Enthusiasm amongst the users about the new store launch which also translated in building the user base by retweets

• Number of followers increased from 85 to 257 in a span of 4 hours

Results & Benefits to the Brand

• More than 100 people participated in the contest on Twitter making it interactive

• #StanleyKaneIndia was mentioned 2345 times and trended on India trends at the fifth place for almost 2 hours

• #Rebelinme was mentioned 3672 times and trended on India trends at the fourth place for 2 hours

• @Stanley_Kane was mentioned 3812 times during the day

Results & Benefits to the Brand

• The contest was successful with total Interaction on Twitter being 5087

• The total reach translated into a whooping number of 1273400 getting the brand more visibility on Twitter

• Brand products were displayed through the contest, leading the users to the website and also promoting the offer

Contest Alert Tweet

Gratification Announcement

Tweet

Question Tweet

Interactive Tweets

Winning answer tweet along with

product description and

link

Questions that took

users to the website to

answer

Mega prize sneak peek tweet

Stanley Kane branding and offer promotion tweet

Contest Winners Tweet

Mega Prize Winner Tweet

A few interactions and replies

A few interactions and replies

A few interactions and replies

The hashtags trending on India trends

Take Aways

Take Aways

• The brand reached many new people through the contest noise

• A lot of people became familiar with Stanley Kane’s products

• Good reviews and praises were expressed by users about the brand

• The brand stood out highlighting the range of product line, colours and the latest fashion eventually resulting to conversions

THANK YOU