Cox Communications Social Media Amplification
CHALLENGE: Cox Communications wanted to spread the word about their new superfast, Gigablast WiFi service in the San Diego consumer market. They had traditional press coverage thanks to their internal PR team but knew they needed to think outside the box when it came to connecting with their millennial target.
SOLUTION: In order to reach a younger audience, Everywhere sourced professional Snapchatter, pro-surfer, and San Diego local, Danny Berk to help reach the desired demographic. We chose to work with a Snapchat influencer because 60% of 18-to-34-year-old smartphone users are active on the platform. In his pre-promotion, Danny created exciting speed-oriented content, like surfing and roller coaster riding, in order to showcase how Cox’s Gigabit speed is almost as fast as he is.
RESULTS : The result of the Cox Smart Home campaign was a resounding success that produced over 217k+ views and created a total of 231k+ impressions, reaching our target of local San Diego millennials. The campaign’s success inspired Cox Communications to take Danny to CES 2017 as one of their digital correspondents.
Cardlytics Influencers For B2B
CHALLENGE: Cardlytics might not be a household name, but they work with more than 1,500 financial institutions to create debit card cash back programs and collect purchasing data. Cardlytics wanted to employ an influencer campaign that increased awareness of its banking partners’ cash back programs, while educating current and potential customers on the convenience of these programs and the simplicity of claiming rewards.
SOLUTION: Everywhere Agency tasked influencers in the target demographic to create blogs and social posts, not simply about banking, but personal best practices on how to save money. Content that focuses on money-saving tips has serious SEO clout, and by creating valuable evergreen content, the influencers’ blog posts continue to garner impressions and engage consumers.
RESULTS: Our successes were twofold! We earned 30.7 million impressions, increased awareness for Cardlytics and its programs, and the bank partners were thrilled with the positive exposure secured for their brands, opening the door for future partnership endeavors.
UP TV Live Social Engagement
CHALLENGE: UP TV faced a huge opportunity with the release of Gilmore Girls: A Year in the Life on Netflix to use the fervor of the show’s revival to drive viewership of their syndicated episodes by airing a 153-hour binge-a-thon. Tapping into the power of social media, UP TV and Everywhere needed to find a way to leverage online chatter around the series and convert it into channel viewership.
SOLUTION: We created a can’t-miss digital discussion that proved a social media campaign can inspire participants to turn on their TV and tune in. Everywhere Agency facilitated 24/7, round-the-clock conversations on Twitter that engaged the frenzied Gilmore Girls devotees, fanned the flames of excitement with hourly trivia and prizes, and utilized influencers to broaden our reach.
RESULTS: The results of this campaign went far beyond our original goals. The hashtag #GilmoreTheMerrier garnered 317+ million impressions, with influencers sourced by Everywhere responsible for driving 21%. Their Twitter handle saw a 773% increase in new followers compared to the previous month. Everywhere served as a constant companion for viewers – resulting in a digital haven for viewers and record-breaking numbers for the network.
Orkin Influencer Twitter Chats
CHALLENGE: Orkin wanted to raise awareness and garner more funding for Start with Science, their initiative that encourages STEM-learning experiences in public and charter schools nationwide, through a partnership with DonorsChoose.org.
SOLUTION: Everywhere wanted to build awareness around the topic of STEM in by hosting a Twitter chat to amplify the reach and conversation about Orkin’s Start with Science campaign. We sourced influencers who had a background in education to act as panelists on the importance of STEM and asked them to promote the discussion among their digital communities. Everywhere used paid promotion through social ads, influencer support, and the incentive of prizes for participation to boost attendance and activity.
RESULTS: We had an engagement rate of 83% and created over 16 million impressions. Sentiment was overwhelmingly positive, and participants expressed great admiration for Orkin. The inclusion of a “prize that gives back” was a great incentive for the audience and great for brand affinity. The Twitter chat ultimately showcased Orkin as an advocate of STEM education for our youth.
OshKosh B’gosh Influencer Campaign
CHALLENGE: Every year when parents begin packing for spring break, they open their kids’ wardrobes and notice the clothes that once fit no longer do! In order to capitalize on this pivotal shopping time for parents of toddlers, Everywhere created a campaign driven by user generated content to increase brand awareness for OshKosh while showcasing their latest styles.
SOLUTION: We secured 75 bloggers to write stories of planning and packing for spring break, share the coupon code, and conduct a giveaway on their page, while sharing professional-looking photography featuring their children wearing awesome OshKosh styles.
RESULT: With more than 525 photos of stylish kids wearing OshKosh spring outfits that the brand was able to utilize on their social channels, 740+ social posts, and more than 15,000 engagements, #BreakForSpring generated 42+ million impressions. Our efforts were responsible for generating an 8,000% return on investment, as a result of the coupon code going viral during the campaign.
NOVELIS GLOBAL CONTENT STRATEGY
CHALLENGE: Novelis is the largest producer of rolled aluminum in the world and needed to find a way to connect with consumers through social media to establish themselves as an eco-friendly, innovative, and global industry leader.
SOLUTION: We built a global social media content strategy with content verticals that supported all of Novelis’ business goals of awareness, unifying its voice, employee recognition, and humanizing the brand. We recommended and implemented a daily posting frequency and crafted pieces of content that did not focus purely on promotion, but on driving conversation.
RESULT: The social media channels acted as a campfire for employees to learn about worldwide initiatives, while also educating consumers on Novelis’ commitment to creating eco-friendly products that reduce their carbon footprint, and frankly, making content about aluminum interesting and newsworthy. Our strategy was a quantifiable success! Novelis’ online channels experienced a 665% follower increase on Facebook, a 135% follower increase on Twitter, a 180% follower increase on YouTube, and a 70% increase of followers on LinkedIn.
Macy’s Social Event Marketing
CHALLENGE: Every season Everywhere is tasked with promoting and socially activating events and campaigns for Macy’s Special Events group. We execute social local marketing by way of influencers and social ad buys to ensure each campaign receives maximum exposure, brings consumers to the events, puts products in customers’ hands, and allows potential shoppers to interact with guest celebrities.
SOLUTION: We select Everywhere Society influencers based in specific Macy’s store locations to socially share attend, and write blog posts promoting Macy’s events. We empower the influencers to provide live coverage of the events on social media creating major FOMO (“Fear of Missing Out”) among their fans and followers. We also give them precise SEO language in order to secure valuable online searchability.
RESULTS: We have sustained a successful relationship with Macy’s Special Events since 2010. On average, our social event marketing efforts double overall attendance. In Spring 2016, we amplified more than 85 in-store events for Macy’s and garnered 149.7+ million impressions from over 3,385 social shares and more than 200 blog posts.
Cox Communications Social Amplification
CHALLENGE: When Cox Communications published their survey results on teens, tweens, their digital use and how little their parents know about it, they sought out Everywhere Agency to get influencers talking and boost brand awareness.
SOLUTION: We launched a social media awareness campaign that consisted of a livestream with famed TV personality John Walsh and social media correspondent Leticia Barr, aka Tech Savvy Mama. The livestream was amplified with a Twitter chat to create real-time conversations between Cox Communications and parents around the country. The event was hosted at the National Press Club in Washington, D.C., and attended by 20 of our local D.C. bloggers who pre-promoted the event with posts on their blogs and social channels.
RESULT: We used the hashtag #CoxTakeCharge, which garnered more than 5.2 million impressions over the course of that night. Overall, the campaign resulted in 17 million impressions.
Domain.ME Conference Activation
CHALLENGE: Domain.ME, the unique provider of top-level domains, was interest in raising its brand awareness among the Latina community and sought innovative ways to familiarize this exclusive group with its service offerings.
SOLUTION: We joined forces with #WeAllGrow, the premiere conference for Latina entrepreneurs and bloggers, to create an integrated conference experience. We assembled a branded, bilingual lounge and offered one-on-one branding sessions with leading television personality and Latina entrepreneur, Gaby Natale. Gaby established her Domain.ME ambassadorship at the opening keynote of the conference and continued to drive home the message through social shares on her well-populated channels.
RESULTS: During the conference, we generated 2.5 million impressions. However, shortly after executing this campaign, we received even greater news about our success – we were awarded a 2015 PRSA Phoenix Award and recognized as a finalist at the 2016 AMY Awards.
100 Good Deeds Bracelet Cause Campaign
CHALLENGE: The 100 Good Deeds Bracelet is both a fashion statement and cause worth supporting in that it employs vulnerable women around the globe. The brand wanted to increase sales and awareness of the bracelet between the period of Christmas and New Year’s, a time during which online sales greatly decline.
SOLUTION: Everywhere implemented a social media campaign using the hashtag #DeedADay to tie in the overall “good deeds” concept behind the bracelet and create a shareable message. We joined forces with the top eight blogging networks and partnered with the popular Twitter chat, #GNO, to spread the word about #DeedADay. Rosie O’Donnell surprised us with an unprompted appearance, sharing her support and pictures of herself wearing the bracelet. At that point, #DeedADay was trending nationally.
RESULTS: Through our combined efforts, we secured nearly 90 blog posts and thousands of social shares. The campaign garnered 53 million impressions from social channels and blog posts. The bracelets sold out, and we received a WOMMY Award for the campaign.
Cardlytics Influencer Campaign
CHALLENGE: Cardlytics collects purchasing data for over 120 million bank accounts and works with 1,500 different banking institutions. Despite this huge footprint, brand recognition was lacking. They enlisted Everywhere Agency to increase awareness and educate their current and potential customers on member banks’ cash back programs.
SOLUTION: Our strategy was to activate high-level travel and DIY influencers who were existing users of Cardlytics-backed rewards programs in order to walk their audience through the registration process and share tips for how to best utilize their rewards for the biggest return.
RESULT: Through these real stories we were able to not only educate consumers about rewards programs but also gain brand awareness for Cardlytics partner affiliates. This campaign completed with 30.7 million impressions, 24 SEO rich blog posts, and 178 social media posts.
Advanstar Automotive Group Social Media Trainings
CHALLENGE: The Advanstar Automotive Group along with their Powersports division engaged Everywhere to bring them into social media. Their social media presence was spotty at best and we had a stated goal to use these platforms to increase subscriptions to their publications and attendance at their events.
SOLUTION: Everywhere developed a social media strategy and outlined goals for each of Advanstar’s Automotive and Powersports divisions. We traveled from coast-to-coast to train the Auto and Powersports teams in social media best practices so content could be produced and shared by the internal team in-house without the big expenditure of using an outside agency.
RESULT: Advanstar was able to credit social media with an 18% increase in subscriptions, which far exceeded our year one goal of a 10% increase. We were so successful that Everywhere was subsequently hired to take on the social media channels of their entire B2B fashion division of Advanstar and their series of leading trade shows, which service the $1+ trillion dollar a year fashion industry globally.
#BeatCancer Social Awareness Campaign
CHALLENGE: If you think social media can’t be used for good, you’re wrong! Everywhere decided to prove our point by raising money for cancer-related nonprofits with the power of social media.
SOLUTION: Everywhere launched the #BeatCancer campaign at the ever popular BlogWorld Expo in 2009. We encouraged bloggers and influencers to share the #BeatCancer message on their social channels. Sponsors eBay/PayPal and MillerCoors joined forces with us, offering to pay a penny per Tweet or Facebook mention.
RESULTS: Everywhere set the first Guinness World Record for the most widespread social networking message with our #BeatCancer campaign. Within two hours of launching our effort, we were a trending topic on Twitter – and stayed that way for three solid days. Celebrities like Kim Kardashian and Perez Hilton joined our Twitter brigade, adding to the attention. We raised a total of $70,000 and were featured on CNN, Huffington Post, and the New York Times. Total impressions? More than 100 million!
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