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11 Oct


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Scrapbook Company Taps Social Media to Win Votes, Beat Target

October 11, 2011 | By | No Comments

Scrapbooking fans are hard-core, and I can attest to that because my sister-in-law is one of those hobbyists. She’s spent countless weekends slaving over the creation of beautiful handmade scrapbooks for each of her six children. This summer, scrapbook company Creative Memories leveraged that kind of hobbyist fervor to be voted Minnesota’s best brand.

Here are the highlights from one of Casey Hibbard’s always excellent case studies on Social Media Examiner:

  • Creative Memories’ web content community manager, Kristen Jacobs, was listening to online chatter when she saw a tweet from the Minneapolis St. Paul Business Journal. It announced the Minnesota Brand Madness competition, which pitted brands against each other in NCAA tournament style match-ups. In each match-up, consumers would vote to determine the winner.
  • Match #1, according to the tweet, would be Creative Memories vs. discount giant Target.
  • Kristen spread word of the competition to the company’s 60,000 Facebook fans. And then she enlisted company partners, like celebrity spokesperson Nancy O’Dell and makers of scrapbook machine Cricut, to spread the word as well via Twitter.

And they won big. Creative Memories beat Target by garnering 81% of the vote.

The scrapbooking company continued to engage their social networks to gain victories over other icons, including Wheaties and Mall of America, to emerge as Minnesota’s Best Brand.

Takeaway #1: Listen. How many opportunities are missed because a brand isn’t listening online? Without social media monitoring, Kristen may not have heard about the contest until it was too late to make a difference.

Takeaway #2: Engage. Kristen didn’t just wait for the Vote Fairy to conjure up a win—she actively engaged Creative Memories’ followers and partners. Target, with 4.7 million Facebook fans, never took their case to Facebook. In the case study, Kristen noted, “Target could have killed us if they would have even tweeted about it one time. There’s no doubt about it.”

What do you think about online brand battles? Are you prepared?

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