classflow "dynamic teacher" house party

Final Report: ClassFlow™ Dynamic Teacher

House Party

Party Day: 8/27/16

3 © 2016 House Party, Inc.

Executive summary


Campaign overview

The Goal:

Promethean partnered with House Party, Inc. to promote ClassFlow™ — specifically, to:

• Generate new ClassFlow™ accounts • Drive UGC • Increase social media activity

The Plan:

House Party designed an influencer marketing program that engaged and activated 15,000+ consumers (targeting female teachers ages to spread the word about ClassFlow™ to friends, family, and fellow teachers in person and across social networks. The 1,000 most engaged and socially savvy were rewarded with a talk-worthy Party Pack to help them share ClassFlow™ with friends, family, and teachers both online and off The Result:

• The campaign generated over 16 million impressions, 96% of which were earned media impressions

• Participants uploaded 600+ photos and shared over 5,000 pieces of content on social media

• Participants posted over 190,000 times on Facebook and over 3,000 tweets on Twitter


Weeks of consumer engagement drive conversations, content, advocacy and lasting impact

Apply • Identify & Recruit

advocates • Brand Engagement

begins

Compete • Social media

spreads • Content creation

Plan & Promote • Hosts selected • Guests invited • Engagement continues

Party Pack • Brand in hands • Excitement grows • Social chatter continues

Party Day • Memorable experience • Photos & videos shared • WOM spreads, online & off

Promote & Purchase • Try & Buy • Talk & Share

Ongoing Recommendations • Conversation continues • Brand love spreads

Reac

h an

d en

gage

men

t

Time


Advocates across the country got together to try ClassFlow™


Enthusiastic ClassFlow fans shared photos…


…engaged with the brand and one another on our platform…


…and spread the word to the masses across social media


Results summary

Reach

Participants1

15,607

Total impressions

Earned media impressions

Engagement

Hours of brand engagement

89,342

Opt-ins

5,020

1,317 Discussion posts/comments

628 Photos

5,683 Social shares

Sales

For future campaigns, sales and ROI data are available through third-party partnerships with Nielsen or Datalogix

Branding

+57 pts Favorability

+63 pts Advocacy-intent

+50 pts Likelihood to sign up

Note: brand metrics cited here are for party guests 193,874

Facebook posts/comments Unique people reached

4,074,009

96%

16,610,008

+51 pts Marketing receptivity

1: Includes hosts, guests and applicants


REACH: word spread to over 4 million unique people

Unique People

Reached: ≈

4,074,009

“Innovative and a necessity for all modern classrooms!”

buttafly615

“A wonderful classroom tool, that helps teachers and assistants out very much”

wendym123


ENGAGEMENT: consumers posted and commented to Facebook over 190,000 times

Source Engagement type Total

Social media Facebook posts & comments 193,874

Tweets 3,357

House Party site

Discussion posts & comments 1,317

Photo uploads 628

Social shares 5,683

Reviews (4.7 out of 5) 261


ENGAGEMENT: consumers engaged with ClassFlow™ for nearly 90,000 hours

Hours of brand engagement:

89,432 Opt-ins 5,020

31,310

4,461 37,685

2,066 13,820

Party Planning Conversation

Party Site Social Media


Appendix


Host recruitment

House Party drove interest through a variety of channels:

• The main party site, which presented the party opportunity to prospective hosts and contained a comprehensive screener application

• House Party and ClassFlow™ social media channels

• A host recruitment email that was deployed to the House Party database

In total, 5,197 consumers applied to host the ClassFlow™ Dynamic Teacher House Party


Top 5 states:

Party hosts

Gender:

Age:

4%

96%

Male

Female

12%

50%

29% 9% 25-29

30-39

40-49

50+ 0%

2%

4%

6%

8%

10%

FL TX NY CA GA

10%

8%

5% 5% 5%


Branded party site

Hosts were led to the

ClassFlow™ Dynamic Teacher

House Party website, where

they:

• Sent and tracked invitations

• Communicated with guests

• Shared and viewed photos and videos

• Read and commented on

Announcements and Conversations

• Received online party updates

• Downloaded party favors

• Viewed #ClassFlowParty tweets

• Viewed and Liked ClassFlow™ on

Facebook

houseparty.com/event/classflow


Branded party site (cont.)

Branded emails and

announcements were

deployed and managed

throughout the campaign:

• 23 emails were sent

• 6 House Party-initiated

discussions took place on

the website

• 1,118 partygoer-initiated

discussions took place on

the website



The Party Site featured:

• Lifestyle and product shots

• Promotional boxes

• ClassFlow™ logos

• Links to the ClassFlow™

website

• Plug-ins for ClassFlow™

social channels



The Party Site also featured

downloadable party favors to

drive engagement:

• Printable Invitation

• ClassFlow™ Dynamic Teacher House Party Planning Guide

• ClassFlow™ Logo

• Welcome Sign

• 1 Day + 1,000 Parties

• Photo Booth Props

• Photo Booth Sign


Party pack

The party pack consisted of:

• 1 $10 Visa gift card

• 1 set of photo booth props

• 2 photo booth backdrops

• 11 informational ClassFlow™

brochures

• 11 ClassFlow™ sunglasses

• 11 “Your ClassFlow™ Resources”

handouts