Mother’s Day is one of the most important ecommerce shopping dates. It’s a time when children worldwide purchase gifts to show their love and appreciation for their Mums. Harry Fay is a UK based jewelry boutique – and PrestaShop merchant – who wanted to capitalize on those Mother’s Day gift purchases.
Harry Fay first considered a “Mother’s Day” Campaign with Google AdWords. They however, found the market to be oversaturated thus opting for a social media campaign instead. Their goal? Grow a substantial social media following to later convert into shoppers. Two weeks into their campaign they grew their social media base by 5400%. See how this PrestaShop merchant ran their successful social media campaign.
Harry Fay is a family-run jewelry boutique that sells affordable silver jewelry crafted by masters. Jewelry made with the highest industry standards insures each gem-incrusted piece shines bright. After setting up their PrestaShop store, Harry Fay was ready to sell their pieces of art. They looked forward to ringing in sales with Mother’s Day, a major shopping holiday. Their initial plan was to target Mother’s Day shoppers with a Google AdWords Campaign. With CPC’s priced over £1, it was clear that this oversaturated market was not feasible.
With that setback, Harry Fay consulted a digital media agency for their social media campaign. Specifically, they wanted to use their dormant Harry Fay Twitter account boasting 27 followers. They also chose to grow organically, opting out of sponsored Twitter Ads.
Their Twitter campaign goals were to:
1) Increase Mother’s Day Sales
2) Grow followers to gain visibility for future sales
Step 1: Organize a Giveaway
Harry Fay understood that to be successful on Twitter, they needed good sharable content. They started with a “killer image” that delivered a clear and attractive message, “Enter our Giveaway.” Harry Fay asked giveaway participants to Follow @HarryFayCoUk and RT (retweet) the image, ensuring this giveaway brings them closer to their goal.
This campaign increased their Twitter followers by 5400%. After only 2 weeks, their Twitter following grew from a meager 27 followers to a staggering 1,500. Additionally, they maintained the number of followers after the giveaway concluded.
Step 2: Convert Followers in to Shoppers
Harry Fay now wanted to convert their followers into shoppers. Their first attempt was to offer voucher codes for 10% off all orders. This sale only generated fleeting interest but they did not let the conversions, or lack thereof, deter them. After the Mother’s Day giveaway ended, Harry Fay ran another campaign awarding all their Twitter followers with a £10 voucher. This campaign created buzz that brought many more visitors to their PrestaShop store. Although both campaigns helped to increase their sales, its success paled in comparison to their drastic increase in Twitter followers. As a result, Harry Fay did not meet their projected sales.
Harry Fay successfully accomplished one of two goals. They significantly grew their Twitter following but was unable to convert many of them into customers. However by running this social media campaign, they gained valuable insight into managing their social media presence. Here’s what they learned:
1) Although social media happens in real-time; building a social media presence should be a long-term strategy.
2) Social media can be a rewarding a marketing tool. But to run successful Twitter campaigns, you must have good timing. The life of a Tweet is measured minutes. You must find the balance between Tweeting enough to reach your audience but not too often that it annoys them.
3) Running Social Media Giveaways can be an effective way to gain new followers. However when you measure conversions, you must consider “compers” – followers only interested in the winning competition prizes. These followers are not interested in making purchases which decreases your conversion rate.
The Success Story:
The ultimate success of this campaign is the unparalleled visibility Harry Fay gained. With the large increase in followers, they've gained popularity not just among bloggers but interest from a major fashion publication. They set out to reach the short term goal of increasing Mother’s Day sales but instead begun to develop their long-term social media strategy.
Congrats HarryFay, on your success and upcoming feature! Thank you for you for sharing your case study for this week’s success story. We wish you all the best!