Social Media Campaign
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Social Media Campaign Case Study. October, 2009. Overview. Gannett Digital , the online arm of Gannett, manages a portfolio of interactive properties, from news sites to online communities. MomsLikeMe.com is a flagship Gannett Digital site, offering national and local

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Social Media Campaign Case Study

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Social media campaign case study

Social Media Campaign

Case Study

October, 2009


Social media campaign case study

Overview

  • Gannett Digital, the online arm of Gannett, manages a portfolio of interactive

    properties, from news sites to online communities.

  • MomsLikeMe.com is a flagship Gannett Digital site, offering national and local

    content, community and connections for busy moms.

  • Tangible Impact initially strategized and executed strong and synergistic

    Search and Banner Display campaigns for MomsLikeMe.

  • Building on this success, Tangible Impact architected an expanded online

    presence for MomsLikeMe, focusing on active Social Media participation.

  • Our Social Media campaign for MomsLikeMe features a dynamic FaceBook

    Fan Page, highly engaging Applications and eye-catching Ads.

  • Tangible Impact’s Social Media campaign for MomsLikeMe has proven to be

    a meaningful and measurable success.


Social media campaign case study

Fan Page

  • First, Tangible Impact designed a FaceBook Fan Page, faithful to the MomsLikeMe brand experience.

  • Next, we developed a dynamic Fan Page contribution plan, leveraging existing MomsLikeMe resources to keep the page lively and fun.

  • Today, the Fan Page offers fresh conversation and content – a true taste of the full MomsLikeMe experience.

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Social media campaign case study

Application #1 - Quiz

  • Following launch of the Fan Page, we introduced a fun and intriguing quiz: “What Kind of Mom Are You?”

  • The quiz strongly appeals to our target audience, offering opportunity for personal insight, self-expression, and sharing with friends.

  • The “What Kind of Mom Are You?” quiz is an encapsulation of the MomsLikeMe brand experience.

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Social media campaign case study

Application #2 - Virtual Gift Shop

  • Next, we developed and debuted the MomsLikeMe virtual gift shop, and stocked it for Mother’s Day.

  • We readily revised the gift shop for Father’s Day, generating new and renewed interest and activity.

  • And now, the MomsLikeMe virtual gift shop offers an array of “any day” gifts, meant to be given by Mom to Moms, for any reason, or no reason at all.

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Social media campaign case study

Application #3 - Boredom Buster

  • We’re about to launch a new application for MomsLikeMe: “Boredom Busters.”

  • Boredom Buster will provide suggestions for kids’ activities, based on age, timing and budget. Moms can submit their own suggestions, too.

  • Applications – the quiz, the gift shop, the Boredom Buster – provide a stream of positive brand experiences, building new relationships, ongoing dialogue, and emersion in the MomsLikeMe community.

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Social media campaign case study

Ad Support

  • We support the launch of every new application with targeted social media ads.

  • We’ve seen significant response to these timely and targeted placements.

  • Plus, paid ads have triggered even greater volumes of viral activity.

  • Today, the viral activity set in motion by initial paid ads contributes brand engagements at a rate of more than 2:1.


Social media campaign case study

Success Metrics

  • Ads

  • Applications

  • Fan Page

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  • The introductory ads sparked a viral-to-paid brand engagement

    rate of better than 2-to-1.

  • More than 113,000moms have completed the quiz.

    Nearly 97%of those who started the quiz completed all 15 questions.

    Greater than61,000 moms have returned to repeat the quiz experience.

    Viral activity continues to climb, for a current cost per brand engagement

    of just 45 cents.

  • Through ongoing brand engagement in a social environment,

    MomsLikeMe has built relationships with 16,000moms, and more

    than 500 of these moms are actively engaged each week.

  • Many of the moms introduced to the brand through social media

    have since become active members of MomsLikeMe.com.

  • Product

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Social media campaign case study

How About You?

  • The MomsLikeMe social media campaign has proven to be an efficient and effective way to start a conversation, engage prospects and cultivate new MomsLikeMe memberships.

  • What can social media do for you?

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Social media campaign case study

tangibleimpact.com

Office 614.792.3392

Mobile 614.296.4327

[email protected]


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