The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Case Study - Curvy Kate 12 Days of Christmas
1. 12 Days of Christmas!
Curvy Kate"
mycleveragency"
"
Case Study"
December 2011"
2. Full service social media agency that
teams up with companies to build their
brand equity by leveraging all forms of
the social web to create conversations,
increase word of mouth and build lasting
relationships.!
!
!
4. " Curvy Kate are a fuller bust lingerie
wholesaler who specialise in D-K cups!
" Launched in 2009!
" Voted D+ lingerie ‘Brand of the Year’ by
UK retailers!
" Fuller Bust ‘Brand of the Year’ 2011!
5. Objectives!
" Increase brand awareness during the
peak Christmas period !
" Increase engagement with existing
Curvy Kate Facebook fans to reach
friends of the fans!
" Capture email data of potential new
customers for remarketing purposes!
6. Concept!
" 12 days of Christmas!
" Involve brands to promote the
Sweepstakes and social media profiles!
!
12. Artwork!
" Establish campaign artwork!
" Rotate a different piece of artwork each
day !
" Promote partner brands by showcasing
and linking to their assets!
16. Step One!
" Non-fans of the Curvy Kate Facebook
Page would see a fan-gate encouraging
them to ‘Like’ the Page before entering!
" Fans would not see the fan-gate but be
directed to the Sweepstakes tab as
default!
18. Step Two!
" The fan would have clicked on ‘12 Days
of Christmas’ tab!
" They would then enter name and email
to enter Sweepstakes!
" There was a tick option to opt in/out for
Curvy Kate newsletter!
!
24. Step Four!
" There was a sharing option for more
chances to win on the Sweepstakes!
" For every 10 entries through shares the
individual would gain an extra entry!
!
27. Facebook Posts!
" Daily posts updating fans on that days
prize!
" @mentioning featured partner brand to
promote their Facebook Page !
" Cross wall promotion to expose the
Curvy Kate brand to the partner brands
community!
!
32. Twitter!
" Daily tweets updating followers of
@CurvyKate on the prizes !
" @mentioning the brand featured in that
days prize to give extra exposure for
said brand!
!
44. Total Likes!
" Increased Facebook fans by 3,170!
" 6,446 to 9,563 (48.3% increase)!
" Constant growth over the 12 days!
" Fans have continued to increase even
after the Sweepstakes finished!
!
47. Talking About This…!
" Is the number of people sharing stories
about the Curvy Kate Facebook Page!
" Stories include liking the Page, posting
on the wall and commenting!
" Increased people ‘Talking About This’
by 483% (at its peak)!
!
50. Daily Engaged Users…!
" Is the number of people who engaged
with the Curvy Kate Facebook Page!
" Prior to the Sweepstakes engaged
users peaked at 543 people compared
to a peak of 1,275 during the
Sweepstakes!
" 243% increase in post feedback!
" Over 26,000 tab views!
!
53. Daily Reach…!
" Is the number of people who have seen
content from the Facebook Page!
" Reached 270,000 people in total over 12
days!
" Increased reach by 84.2%!
56. Hannah Houston – Marketing &
PR Manager!
We were overwhelmed with the results from the 12 Days
of Christmas campaign produced by MCA. The aim was
to give something back to our fans but also raise
awareness about our key accounts, such as Debenhams,
Figleaves, Very and Simply Yours. The viral aspect
worked brilliantly and our fans enjoyed the surprise
element created each day with a new giveaway. The
results quadrupled our expectations and we’ll definitely
look at similar tools for promotions, offers and
competitions in the future.!
