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| Tia Hejny |
| Social Media and Viral Campaigns |
| 11.05.2009 20:03:20 | |
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Striking a balance between traditional PR and social media can be difficult, but when done correctly it can have viral effects. I have found this to be true as we conclude a highly successful campaign and red carpet event for one of our clients, Goldsmith Co. Jewelers. Pre Campaign: Low brand awareness, low to no online presence with a new web site and blog still under construction. Post Campaign: Multiple prominent blog posts and facebook profiles. A flurry of tweets, broadcast and radio segments and significant print coverage. All attention leading to dramatically increased foot traffic. In the weeklong campaign, thousands of people visited Goldsmith Co. Jewelers.  People waiting inline to get thier free pearl necklace.  The campaign was weeks in the making, beginning with focus groups and participant identification. Partnering with a private consultant, we identified and followed multiple influential social media gurus. We approached each of them individually and offered compelling value. We strategically arranged and framed a red carpet event highlighting Goldsmith Co. Jewelers’ generosity and unique approach to business. The evening consisted of pampering, networking and jewelry education. Each blogger received a beautiful PANDORA bracelet, freshwater pearl necklace, swag bag, jewelry cleaning and plating and amazing food. Supporting images and reference materials were also provided.   Dark yellow PANDORA bracelet. Additionally, each participant received a coupon for a free strand of freshwater pearls ($100 retail value) to give away to their blog, facebook and twitter followers. The pearl coupons and media coverage effectively perpetuated the campaign into a viral model by providing value to both the media and consumer.  Pearls. Our aim was to increase store foot traffic and awareness for PANDORA and Goldsmith Co. Jewelers in preperation for Mother's Day, which we did. We took a balanced two-pronged PR approach. First, we reached out to and facilitated an event for a very influential group of mommy bloggers, tweeters and facebookers. Second, we followed up with a heavy round of traditional PR. This campaign is a great example of how using social and traditional media can help PR professionals achieve success for their clients. Watch for more details, statistics, and coverage links in my next post. Cheers! Tags: bracelets | necklace | freshwater | coupon | free | Goldsmith | Jewelers | jewelry | pearls | media | the press | Twitter | Facebook | Public Relations | Utah | Research | Viral | PR | Marketing
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