When BrandsClub came to Abraham Harrison LLC the reputation of the private sales club in Brazil and Latin America was in trouble online because BrandsClub did not have the staff or experience on how to engage negative and frustrated tweets, blog posts, and Facebook as well as Orkut. And, all of these blogger and social media engagements were in Brazilian Portuguese and Latin American Spanish. We turned the reputation around and were able to turn BrandsClub into a highly responsible and respected company, online.

1. Abraham Harrison LLC – Case Study
BrandsClub: Brand Jujitsu Taking a
Company from Loathed to Loved
July 2011

2. Abraham Harrison LLC: Case Study – BrandsClub
Challenge:
Brandsclub, a private online fashion buying club, was
having difficulties with its delivery processes. This was
leading to large amounts negative sentiment toward the
company spreading across social networking sites and
the blogosphere, seriously undermining the company's
brand, their growth, and their customer retention.
Abraham Harrison’s challenge was three-fold: turn
negative sentiment into positive, drive new users to the
Brandsclub website, and provide ROI though higher
customer satisfaction, retention, and activity.
Brandsclub, now the leading private sales club in Brazil,
operates 100% online and a strong, positive presence on
the internet is pivotal for the company’s success.
Abraham Harrison took a daily deluge of public
complaints and turned it into a chorus of enthusiastic
praise and loyal championing of the client's brand.

3. Abraham Harrison LLC: Case Study – BrandsClub
Strategy/Tactics:
Leverage blogger influence to increase
awareness and good sentiment, and
constantly support customers on social
networks by taking a position of transparency
and willingness.
The team at Abraham Harrison implemented
a comprehensive, multi-staged and highly
targeted blogger outreach campaign to
encourage bloggers to share information
about Brandsclub.
Over 5,000 bloggers were contacted during 8
outreach efforts. Every response was
personally followed up by a member of the
AH team.
On social networking sites, thorough research
of the competition was conducted, daily
monitoring of conversations took place, and
thoughtful strategies for content generation
were put in place to gain and capture internet
users attention longer
Sample of AHLLC profile management

4. Abraham Harrison LLC: Case Study – BrandsClub
Results:
Drastically increased brand awareness via online mentions
and strengthened presence in social media. 100,000+
followers on the Twitter handles created by Abraham
Harrison and over 50,000 “Likes” on their Facebook page.
In addition to the initial followers and “Likes”, there were
tens of thousands of fans interacting with the brand on the
various handles. Generating thousands of impressions daily.
On average the Brandsclub handle was seeing 200 fan
interactions daily.

5. Abraham Harrison LLC: Case Study – BrandsClub
Testimonial:
“Abraham & Harrison has been doing a terrific job for
brandsclub. Not only have they created and managed our twitter
account, that has the most followers in the world for our
business model, their outreaches have gotten us tons of
responses. Last but not least they are always coming up with
great suggestions and worldwide contacts for any crazy idea you
might come up with. I would recommend them to anyone!”
- Olivier Grinda, Co-Founder and CMO, BrandsClub

6. Further Questions?
We look forward to speaking with you again soon!
Mark Harrison
CEO Abraham Harrison
www.abrahamharrison.com
mharrison@abrahamharrison.com
+1.202.657.4769