Chamilia is a jewelry brand that targets 30-50 year old mothers. For their Mother's Day campaign, they ran promotions on Facebook, Pinterest, and Twitter between April 14th and May 11th targeting markets in Boston and Philadelphia. The campaign was successful, generating around 11 million impressions with only 2.5% of marketing resources. On Facebook, they gained over 9,000 new page likes and increased engagement. The Pinterest campaign increased followers and re-pins. Twitter also saw growth in followers and engagement. Overall, the campaign significantly increased fan growth at a low cost.

1. CHAMILIA JEWELRY
ADDING SOME “SPARKLE” TO SOCIAL MEDIA SUCCESS

2. CHAMILIA MOTHER'S DAY CAMPAIGN2
WHO IS CHAMILIA?
• Locally based in Minneapolis,
acquired by Swarovski last year
• Products inspired by every
woman’s life story- especially
target demographic 30-50 year
old moms
• Over 600 exclusively designed
charms plus bracelets and
earrings
• Big on sentiment and story –
modest on budget

3. CHAMILIA MOTHER'S DAY CAMPAIGN3
CAMPAIGN OPPORTUNITY
• Chamilia has three key seasonal touchpoints:
Holiday, Valentine’s Day and Mother’s Day
• Mother’s Day was an opportunity to reach the
target demographic and rapidly increase page
likes/followers and engagement
• We knew we could achieve this goal through
paid spend and a giveaway
• The campaign was a concentrated effort
around the themes of family ties,
relationships, and making memories

4. CHAMILIA MOTHER'S DAY CAMPAIGN4
MOTHER’S DAY CAMPAIGN: SUMMARY
Campaign dates: April 14 – May 11
• Channels: Facebook, Pinterest, Twitter
• Target markets: Boston, Philadelphia
• Goals: Gain likes, generate buzz, support target
markets
• Content-driven messaging across organic & paid
• Giveaway offered charms & grand prize

5. CHAMILIA MOTHER'S DAY CAMPAIGN5
RESOURCE BREAKDOWN
97.5%
2.5%
TV
Dgital
Traditional: National TV
• Extensive :30 ad buys on TV
• One conversion point
Digital: Facebook
• Conservative in resource
allotment
• Multiple conversion points

6. CHAMILIA MOTHER'S DAY CAMPAIGN6
BENCHMARKS
Traditional: National TV
• Extensive ad spend on television
• Expected outcome: 8-10 million
impressions
Digital: Facebook
• Outcome: ~11 million impressions,
9,000+ new Facebook fans, 35,300
engagement, nearly 3,000 giveaway
participants
• With only 2.5% of resources
0
2000000
4000000
6000000
8000000
10000000
12000000
TV Digital
Impressions
Impressions

7. CHAMILIA MOTHER'S DAY CAMPAIGN7
CAMPAIGN STRATEGY: FACEBOOK
• Engage current fans to like,
comment, share, and create
stories
• Garner new fans through paid
post boosting and page like
promotions
• Tap into our very loyal
following to become brand
ambassadors
• Leverage the visual nature of
the brand

8. CHAMILIA MOTHER'S DAY CAMPAIGN8
BOSTON – PAID PROMOTIONS PERFORMANCE
• Promoted news feed posts to
consumers in Boston
• Impressions- 339,626
• Engagement- 6,469
• Average Cost Per Engagement:
$0.25
• 6,307 used store finder site
• At a 3% conversion rate= would
mean a significant increase in
revenue

9. CHAMILIA MOTHER'S DAY CAMPAIGN9
PHILADELPHIA – PAID PROMOTIONS PERFORMANCE
• Promoted news feed posts to
consumers in Philadelphia
• Impressions- 186,970
• Engagement- 2,312
• Average Cost Per Engagement:
$0.22
• 1,850 used store finder site
• At a 3% conversion rate= would
mean a significant increase in
revenue

10. CHAMILIA MOTHER'S DAY CAMPAIGN10
MOTHER’S DAY GIVEAWAY METRICS: FACEBOOK
9,000+ New Likes
~11 million Impressions

11. CHAMILIA MOTHER'S DAY CAMPAIGN11
ORGANIC VERSUS PAID: FACEBOOK
Post Reach: Organic vs. Paid Summary:
• Paid ads significantly
increased fan growth
and post reach
• These paid ads
garnered more new
page likes in 4
weeks than over
the last 2 years

12. CHAMILIA MOTHER'S DAY CAMPAIGN12
CAMPAIGN STRATEGY: PINTEREST
• Engage current fans to repin
posts from the board
“#MemorableMom”
• Garner new fans organically
through a pin to win
campaign- win charms/enter
for grand prize
• Leverage the visual nature of
the brand

13. CHAMILIA MOTHER'S DAY CAMPAIGN13
Performance:
• Fans shared stories, sentiments and memorable quotes from their mothers or
about being a mother
• “#MemorableMom” Pinterest board generated an additional 700+ followers
and had a 100% re-pin rate
• 2,373 impressions- all-time high
for the brand
• 1,026 in reach
MOTHER’S DAY GIVEAWAY METRICS: PINTEREST

14. CHAMILIA MOTHER'S DAY CAMPAIGN14
CAMPAIGN STRATEGY: TWITTER
• Use partnerships on Twitter
with preferred retail
partners for retweets
• #MemorableMom hashtag
• Drive visitors to Facebook
and Pinterest for contest
entries but maintain buzz via
Twitter hashtag
• Build community and gain a
loyal audience for deals and
giveaways

15. CHAMILIA MOTHER'S DAY CAMPAIGN15
MOTHERS’ DAY METRICS: TWITTER
Performance:
• Achieved higher link clicks compared to any
previous month
• 150 new followers
• 5,773 link clicks
• 111 mentions
• 38 re-tweets
• Number of people who saw tweets = 16,790

16. CHAMILIA MOTHER'S DAY CAMPAIGN16
MOTHER’S DAY CONTENT SAMPLE

17. CHAMILIA MOTHER'S DAY CAMPAIGN17
MOTHER’S DAY SENTIMENT
• Fans were not just liking/commenting: They
were sharing stories and sentiments
• This is a crucial step in moving from outbound
marketing, to inbound customer retention

18. CHAMILIA MOTHER'S DAY CAMPAIGN18
• Generated 9,000+ new page likes in four
weeks- more than the last 2 years
combined
• ~11,000 impressions
• Increased page traffic and conversation
among fans
• Awesome engagement!
• Nearly 3,000 giveaway participants
• 500+ of which became new likes on
Facebook
• All on a modest budget
DID IT WORK?

19. CHAMILIA MOTHER'S DAY CAMPAIGN19
CONCLUSION
For more, visit:
• www.chamilia.com
• www.spydertrap.com
Questions?
• jbennett@spydertrap.com
• @jennasbennett
• https://www.linkedin.com/in/jennasbennett