Coca-Cola Social Media Engagement

Summary: Coca-Cola was in need of social media engagement for their annual sponsorship of the Z100 Jingle Ball Concerts. It was an initiative of theirs that did not integrate social media in the past. Kimberly’s team saw huge potential, and sold in a successful program that delivered over 25,000% increase on Twitter impressions alone.

Strategy: Taking ownership of the Coca-Cola Holiday Twitter channel during the promotion periods of the Z100 All Access Lounge and Z100 Jingle Ball activations, a content and social media outreach plan was put in place.

The Twitter channel was revitalized to generate a huge amount of consumer engagement, and create an authentic & all-encompassing digital landscape for Coca-Cola fans to engage with holiday activations.

Screen Shot 2016-04-09 at 2.45.34 PM

Her team disseminated engaging on-brand content, with recurring messages to tease and generate excitement for Jingle Ball, Z100 and Coca-Cola event activations. They continuously communicated with fans, celebrities, and Jingle Ball partners, and performed live social content generation at the events.

Live Social Engagement: A Social Currency campaign was put in place: the Share Happiness Matching Game, where fans had to tweet their matches with the #CocaColaHoliday hashtag in order to redeem a prize. This kept attendees engaged and interactive in our goal to share happiness and create connections.

Twitter Results:

# of Total Reach the account generated 662.4K
# of Total Impressions the @CocaColaHoliday account generated – a 25,000% increase over last year! 2.4 Million
# of Total Tweets the @CocaColaHoliday account generated
(both brand channel and consumers)
1K
# of Total impressions the #CocaColaHoliday hashtag generated
(both brand channel and consumers)
646.4K
# of Total Tweets the #CocaColaHoliday hashtag generated
(both brand channel and consumers)
565

 

Visuals from the Campaign

Coca-Cola Jingle Ball Social

Screen Shot 2016-04-08 at 6.16.39 PM

Screen Shot 2016-04-08 at 6.17.05 PM

Screen Shot 2016-04-08 at 6.17.56 PM

Screen Shot 2016-04-08 at 6.19.15 PM

Sabra – Mobile Tour Social Engagement

Summary: Sabra Dipping Company was looking for a way to enhance their multi-vehicle food truck sampling program with social media engagement.

Strategy: For the Sabra Hummus 2015 Tour, Kimberly collaborated with the brand team on social media content development for the Sabra brand channels. In addition, her team created and activated the @SabraTour Twitter & Instagram channels in order to heighten awareness of the Tour itself. With her direction, a team of content creators, designers and community managers executed with excellence disseminating meaningful conversations & content about Sabra Hummus products and the brand’s sampling tour.

The #SpreadTheWorld hashtag was established for on-brand visuals and copy – which helped amplify engagement & increased interactions with consumers. The channels also alerted consumers of the Tour locations and encouraged large amounts of consumer-generated content (UGC).

Social Media Content Visuals:

Screen Shot 2016-04-05 at 5.13.29 PM

Screen Shot 2016-04-05 at 5.22.56 PM

Screen Shot 2016-04-05 at 5.23.08 PM

Screen Shot 2016-04-05 at 5.23.22 PM

Twitter results for the 6-month program

4.9 Million accounts reached on Twitter – a 400% increase over 2014.

12.5 Million Twitter impressions generated – a 290% increase over 2014.

The #SpreadTheWorld hashtag generated 10 Million Twitter impressions

The Shade Store Integrated Digital Marketing

Summary: With over half a century of experience in the custom window treatment industry, The Shade Store offers its customers a wide variety of custom-crafted products. Kimberly was tasked with developing a successful digital marketing suite of solutions for the brand.

Strategy: Kim established the foundation and budgets for a full-year digital marketing plan. This began with optimizations to the robust e-commerce web site working with best-in-class developers. With that, a digital strategy was put in place that included search marketing, email marketing, SEO optimization, online advertising programs, social media marketing (organic and paid), and lifestyle influencer marketing programs.

The new site enhancements included:

  • A cleaner user-friendly e-commerce platform that integrated with the existing order fulfillment and finance platforms, as well as social media
  • An engaging blog platform on interior design
  • Dedicated promotion widgets for increased online sales
  • Social media sharing widgets for heightened online engagement
    The Shade Store_Homepage_1140x450  The Shade Store_Shades_1140x450

Results:

  • Web traffic increased 250% in 10 months
  • Bounce rate decreased by 20% in the first 6 months
  • Time spent on the site increased from 1.5 minutes to 8 minutes
  • Email subscribers increased 500% in 10 months
  • Email marketing results drove the highest site traffic with high CTR at 27%
  • Facebook followers increased 60% in 10 months
  • Conversion rate for catalog orders via Facebook was 4.2%
  • Online sales increased 25% in 10 months

Save Me, San Francisco Wine Co. Social Media

Summary: The Wine Group was in need of social media expertise and execution for their brand, Save Me, San Francisco Wine Co., a collection of wines inspired by Grammy-winning band, Train. Their online channels had gone stagnant in 2014, and with the implementation of a Nation-wide sampling program they looked to Kimberly to reinstate their channels with authentic content that resonated with the audiences of the brand, and the band. Their main goal was to elevate consumer engagement, be authentic and consistent, and raise brand awareness largely in 2015.

Screen Shot 2016-04-04 at 4.38.37 PM

Strategy: Kimberly conducted a full audit of the brand’s online properties, pulled informed insights and data around the wine industry, craft brewing and other competitive verticals operating in similar online spaces in order to provide a fluid but consistent social media road map for Save Me, San Francisco Wine Co.

Content strategy was developed with the purpose to encourage heightened engagement in the form of consumer comments, conversations and sharing. Content was created, scheduled and monitored across various social properties, with a strong focus on Facebook with both organic and paid content posts.

Content themes were established for specific results for the following areas:

  • Brand content speaking to the wine, its varietals and its pairings
  • Inspirational quotes, and wine humor posts
  • Cross promotion of the band, Train as well as charity partner, Family House
  • The 2015 Storyteller’s Road Trip Campaign
    • The brand’s wine sampling tour followed the concert tour of the band, Train.
    • Online content was created and developed in the form of
      • A kick-off You Tube outreach video to find the “Ultimate Storytellers”
      • Teaser posts as the tour kicked off and hit the road from San Francisco to New York City
      • Road trip-style videos and photography content purposed directly from the storytellers, themselves, driving home the authenticity of the brand message.

Campaign-specific content:

This slideshow requires JavaScript.

Social Media results during the 5-month SMSF Road Trip Tour:

  • Over 1.7 Million accounts reached on Facebook
  • Over 23K consumer engagements on Facebook
  • Over 1.8 Million accounts reached on Twitter
  • Over 600K accounts reached across Twitter & Instagram
  • Over 300K videos views across Facebook & You Tube
  • Engagement in 2015 across Facebook increased 250% over 2014, with some months increasing over 500-1,100% month over month
  • The average engagement rate on Twitter was 14% – above industry average

Metropolis Magazine Web Site Relaunch

Summary:
Metropolis magazine was in need of a major upgrade to sustain its position as a leader in design & architecture journalism. The web site needed to be on par with what it delivered to its readers and advertisers: best in class timely journalism and coverage on architecture and design.

Strategy:
Kimberly researched and consulted with journalists, business leaders in the industry, clients and marketers at leading design brands in order to capture and deliver upon the needs of the existing audiences, as well as new visitors and clients.

With various rounds of strategy and ideation, a design and UX was determined and put in place as a foundation with which to build the current structure of a vibrant media hub, while housing the magazine’s archives, keeping the integrity of its editorial and advertising solutions, and implementing real-time design news & social media content solutions.

Kimberly managed the full redesign of the Metropolis magazine web site that launched in late 2012. Various elements of the site were optimized in order to increase advertising revenue and circulation – which work hand-in-hand.

The new site enhancements included:

  • Best in class SEO optimizations for increased search results and traffic
  • Social media implementation across the site for increased engagement
  • Featured interactive editorial units for heightened user experience
  • A consistent e-newsletter archive to help drive subscriptions and online readership & traffic
  • Fully integrated online advertising solutions, from digital banners, interactive display units, video,  and product innovation & brand profile pages for manufacturers.
  • Digital edition & mobile app subscription solutions
  • Various new marketing & business solutions for advertisers, manufacturers and design professionals

Visuals:
Metropolis Mag Web 1 Metropolis Mag Web 2 Metropolis Mag Web 3Metropolis Mag Web 4

Results:

  • Design integrity and trust of the brand increased exponentially in the first 6 months of launch (via subscriber survey)
  • Web traffic increased 65% in just 3 months due to online promotion of the launch, SEO optimization, keyword development, and increase in online and newsletter subscriptions (Google analytics)
  • Newsletter readership increase by 38% in 2 months (Constant Contact reporting)
  • Online advertising revenue increased by 42% between 2012 and 2013
  • Online and mobile circulation increased by 46% between 2012 and 2013