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Comprehensive Social Media Campaign Grows Brand Awareness and Sales
“It’s been a pleasure working with Wpromote over the past 4 months. Since we’ve been working together, Dearfoams has seen a 41% increase in our social media community and a 68% growth in YouTube views. Their professionalism and expert counsel have really allowed us to grow as a brand, which has in turn helped to reach a new, younger consumer base and has doubled our male fan base online. I couldn’t be happier with the quality and customer service we receive.”
About Dearfoams
Dearfoams is one of the world’s most recognized comfort lifestyle brands. Created in 1947, Dearfoams pioneered foam-cushioned slippers that deliver ultimate comfort. Nearly 65 years and more than a billion pairs later, people still love Dearfoams’ exceptional comfort, style,functionality and quality. Their slippers feature the “Dearfoams Difference,” a multi-density cushioned comfort system and rich, quality fabrics that help make Dearfoams slippers unlike any other.
Situation
Dearfoams, a comfort lifestyle brand, came to Wpromote looking to expand their social media efforts to increase sales and grow brand
awareness. Dearfoams had been managing a Facebook advertising campaign internally but needed the help of an agency to further optimize it and to create and implement an all-encompassing social media strategy to obtain desired results.
Challenges
Dearfoams wanted to widen their audience to capitalize on a younger demographic, which had the potential to bring in a great new source of brand evangelists and revenue for them. In order to successfully reach an atypical audience where little brand awareness existed, they would need a highly creative strategy to successfully target this untapped market. Dearfoams also wanted daily social media monitoring of all profiles to assist with reputation management so they could uphold their sound reputation they had long worked to achieve.
Strategy
To begin, Wpromote performed a comprehensive audit of their existing profiles and ad campaign. While they had established profiles on Facebook, Twitter, and YouTube, these profiles were lacking a general cohesiveness. All profiles would need to be overhauled to create homogenous branding across the board.
For Facebook, while their badge represented their playful personality, it would need to be re-designed to incorporate their website and coordinate with their other social media profiles. For a better user experience, their navigation tabs would be updated to remove blank pages, and incorporate new tabs, such as a YouTube link and a shop and share link. Adding a shop and share page would enable users to purchase Dearfoams products without having to exit their Facebook page.
Their engagements on Facebook could be improved upon by incorporating promotions, special events, images, videos and questions. In addition to running a targeted Facebook advertising campaign, weekly giveaways would also be carried out to increase the number of likes. To further grow their brand and target a younger male demographic, a creative promotion tying into the World Series of Poker would be executed.
Branded YouTube channels can be linked to websites and social profiles
Their Twitter page and thumbnail would also be re-skinned to coordinate with all social media profiles to maintain brand identity. Daily engagements on Twitter would be used to facilitate contests on Facebook and encourage brand growth. As growth occurs, maintaining a 1:1 follower to following ratio would be key to proper fan base growth. Encouraging tweets from celebrities with large followings by giving them merchandise would also assist in increasing the number of followers.
Lastly, their YouTube page would need to be upgraded to a branded channel, which would enable them to link to the Dearfoams website and other social media pages. New videos would be added to promote the brand and then shared across Twitter and Facebook to get the largest impact.
Results
Significant growth exhibited
across all social profiles
In the first 4 months of their social media campaign, Dearfoams saw tremendous improvements across the board.
On their Facebook fan page, we have been able to effectively engage the Dearfoams fan base in conversations regarding events, images, videos, discounts and questions. Through weekly giveaways, the World Series of Poker contest, and social outreach Dearfoams’ Facebook likes increased by a remarkable 14.9% in just 4 months. Adding the shop and share page simplified the purchase process and attributed to increased sales and the sharing of purchases with friends. Impressive numbers were also seen through their Facebook ad campaign, which reached a targeted audience of 138,726,660 potential customers.
Through ongoing Twitter optimization, we saw an increase in the number of followers by an astonishing 26.5%, all the while striving to maintain that 1:1 follower to following ratio. The sizeable growth can be attributed to the many celebrity tweets. Tweets from The World Series of Poker players reached an impressive audience of over 53,000 alone.
Dearfoams’ YouTube page was upgraded to a branded channel, facilitating additional traffic to the Dearfoams site and social media profiles. New videos were added and disseminated across Twitter and Facebook, to increase views and encourage engagement through a Flashback Fridays promotion. The YouTube branded channel has had overwhelming success, with the total number of views increasing by 68% since the start of the campaign.
