Situation:
In the months leading up to the launch of their newest stroller, Inglesina, an Italian manufacturer of baby products, wished to increase brand awareness in the U.S. in order to pave the way for sales of the new product. While their award-winning Zippy stroller had made some inroads in the U.S. with high ratings from publications such as Baby Bargains and ConsumerSearch.com, very little awareness existed for the parent brand or their other products.
The client initially approached Metal with the idea of developing a new, community-based website which would be used to generate an advocate base in the U.S. The plan was to create a direct mail campaign to invite existing customers to participate with this new site. With a list of just 12,000 names—and postal addresses only—the client knew that they could expect a response of about 250 participants.
Creative:
In lieu of creating a costly new site and producing and mailing 12,000 direct mailers, Metal advised the client to capitalize on existing Social Media outlets. Metal created a new U.S. Facebook presence for the brand and developed a Sweepstakes campaign to draw target prospects (expectant and new mothers) to the Facebook community. The goal: to create a large Fan Base that could then be nurtured with additional brand communications, promotions and product launches. Metal followed up with a campaign to popular Mom bloggers who were engaged to serve as advocates for the new product, and the brand itself.
As part of the campaign, Metal created and managed:
- Facebook Fan Page
- Branded Blog: The Stroller Diaries
- Facebook Ad Campaign
- Third-party direct email and banner advertising
- Online community engagement on sites such as CafeMom and The Bump
- 40-blog Mom Blog Tour
Results:
- Length of Campaign: 6 Weeks
- Total Number of Fans: 2,800 new fans
- Total number of highly targeted impressions: 750,000 from 39 blog posts with secondary hits from RSS feeds and pass-along emails
- Additional impressions:213,552 generated from Facebook and Twitter postings
- Search engine optimization delivered 10 posts and one YouTube video in the first page of Google search results for “Avio Stroller reviews”
