TUMI engaged Wpromote to leverage social audience insights and deploy a focused content marketing strategy. This would introduce the brand to new audiences and expand its mind-share and online footprint.
Utilizing Wpromote’s social insight analysis, we identified brands, locations, and activities that TUMI customers and fans engage with in order to develop comprehensive audience profiles.
With these profiles in hand, we developed content and social engagement strategies to tap into these interests and leverage conversations already happening online. This resulted in creating strong, relevant associations with the TUMI brand.
Wpromote tested a number of different Facebook and YouTube advertisements to find the optimal mix of messaging, timing, and strategy for TUMI.
“Our working relationship with Wpromote has been both positive and seamless. Our Account Executive has been instrumental in helping us surpass our goals for social fan growth, building brand awareness and achieving optimal performance metrics by different measurements (CTR, CPM, and CPL).”
We engaged with large segments of TUMI’s ideal “next generation customer”, creating positive brand association, widespread engagement, and genuine conversations.
TUMI’s goal was to double their fan base in six months. Wpromote actually tripled that number, increasing TUMI’s Facebook fans by 600%.
Because this content and interest-based strategy is founded on genuine organic engagement, the effective cost-per-engagement dropped dramatically, by over 50%.