The Challenge 

Raise awareness for Kmart’s budget-friendly, high-quality outdoor living products with the goal of helping Kmart reposition its brand to be top-of-mind for outdoor living shoppers.

Our Solution

We tapped 40 highly visible online lifestyle and design influencers to make over their backyards with Kmart Outdoor Living products. They teased out their projects with before photos and a guess-the-retailer post for their readers. A final post with after photos and the big retailer reveal detailed for readers how they could recreate the makeover.

Results

The content sparked online conversations about quality and variety of selection at Kmart. As a result, Kmart’s brand perception increased in the outdoor living category. The campaign broke down quality and style barriers and put Kmart in the consideration set for patio furniture with the audience and promoted Kmart’s central message, “This is Kmart.”

The Challenge 

Duane Reade is a regional drugstore in the New York region with more than 230 stores. They were seeking a way to create a scalable content production solution to build local awareness, publicize their store events, special deals, and vendor partner activations. Since Duane Reade is a regional retailer, they needed a social activation and content producers to be as local as possible.

Our Solution

Collective Bias created a media program using select local influencers over a seven month period to create ongoing content around Duane Reade products and promotions. Coordinated with Duane Reade’s marketing calendar, we produced content focusing on key Duane Reade products and themes and created the new “Look Boutique,” a microsite aggregating all the social content into one place.

Results

The Collective Bias media program drove over 47,500 brand mentions, resulting in 195MM impressions of Duane Reade content online at a CPM of $1.28 to generate the same number of impressions, and achieve similar reach in traditional media, the retailer would have had to purchase over $4.9 MM in ads at a $25.13 CPM from USA Today, for example. While Duane Reade carved out a respectable 2% Share of Voice, compared to retailing giants Walgreens, CVS, and Rite Aid, it actually owned 26% of total impressions generated among these industry competitors thanks to the media reach generated by its Collective Bias influencers.

The Challenge 

Increase awareness and drive traffic to “The Walmart Ice Cream Social”, an in-store demonstration event focusing on Nestle’s Dreyer’s, Edy’s and Drumstick ice cream at Walmart during Memorial Day and Independence Day weekend.

Our Solution

A total of 110 lifestyle bloggers were activated to create content around Nestle ice cream and the in-store demos. Participants were challenged to have their own ice cream social to coincide with the Walmart demos across the country from Memorial Day to Independence Day. Bloggers increased awareness and traffic to the holiday demos with content shared on their blog and social networks. Social Fabric® ice cream lovers created content, weaving the products into their own ice cream socials providing a constant buzz of conversation between the two demos.

Results

The plan was to increase the sell-through rate on Walmart in-store demos, promote the products, and amplify advertising messages on existing media. In addition to the social influencer activation, we hosted an hour-long Twitter Party that served as a quick pulse of content to generate additional impression for the brands and demos.

The Challenge 

Develop a social media campaign for Tyson to drive awareness and trial of a specific product in a limited number of Walmart stores. Vendor also wanted to educate customers on how to properly prepare the product.

 Our Solution

Online influencers were targeted to promote and educate their audiences on the frozen product offered by Tyson. A total of 176 foodie and lifestyle bloggers were activated over 12 weeks to create content around the product. They shared recipes and personal stories about how they used the product, focusing on the product as a quick after school snack, quick dinner or lunch and an on-the-go breakfast item. In addition to the blogger activation, we had two Twitter parties and engaged two external communities to help promote the product- Mom Spark and Macaroni Kid.

Results

Tyson experienced a 30% increase in units per store per week (UPSPW) in just 4 weeks. Towards the end of the campaign we promoted an in-store co-op demo, which resulted in a 54% increase in UPSPW. See content on Pinterest

The Challenge 

Cookie’s Kids is a children’s department store located in the New York Metro area. With 5 locations, they were looking to online sales to grow their business. They had seen some success in being a low-cost leader in School Uniforms, but were looking for an effective and cost-efficient way to drive sales and use social media to gain market share from their online competitors. Cookie’s Kids looked to us to use social media content as a way to drive sales, not just awareness, during the Back-to-School season.

Our Solution

Through our Social Fabric® community of online influencers and content producers, we activated 35 Cookie’s Kids advocates to create content showcasing Cookie’s Kids great value and wide selection of fashionable children’s clothing.

With content geared toward general awareness, school clothing, and school uniforms, our community members shared their favorite outfit ideas, and huge savings over other retailers via blogs, Twitter, and Pinterest.

In addition to the 35 advocates, Cookie’s Kids was included in a digital Back-to-School eGuide for Moms. The Mom’s Guide was produced by celebrity bloggers and featured four brands, including seven Cookie’s Kids products. Each product was endorsed by a celebrity blogger. The eGuide was promoted through the celebrity blogger networks as well as 20 Social Fabric influencer’s networks creating additional exposure for Cookie’s Kids. Twitter Parties were also held to promote these themes, which resulted in an increase in sales after each one.

Results

Through ongoing media produced for Cookie’s Kids, using a combination of longer-tail social tactics like Pinterest and blog posts, along with even-based Twitter “pulsing.” Collective Bias enabled Cookie’s Kids to reverse a sales decline during a peak month, and drive incremental sales.

The Challenge 

Develop an interactive and dynamic version of the traditional FSI that paired highlighted items with online social content about how to use those items.  With Print circulation dwindling, investing in inserts is becoming increasingly inefficient.  Smart and Final sought to move that experience, and that audience, to their website and increase circulation.

Our Solution

We created our online version of an FSI – an RSI, a Retail Social Insert.  This unique web experience recreated the familiar look and feel of a newspaper insert, but highlighted prepared content from our community highlighting the top items from the insert.  Customers could instantly find high quality engaging content on items on special.   Content was syndicated and shared across social channels, making the RSI site a hub of conversation across the web.

Results

The RSI drove online impressions to grow 300% immediately, generating 12 million impressions.

The Challenge 

Mixed Martial Arts (MMA) Elite brand merchandise is sold in all Walmart Stores in the US. This brand is the only officially licensed Ultimate Fighting Championship (UFC) merchandise sold in Walmart. MMA fans were not aware that this high-quality MMA Elite merchandise was sold in every Walmart. We worked with MMA Elite to create a program to drive awareness, trial, and sales of MMA Elite merchandise at Walmart stores.

Our Solution

While 75% of MMA fans are men, women make or influence 85% of purchases. We took the strategic approach of using female bloggers whose husbands and/or children were fans of MMA to help promote the brand. Our online influencers went to Walmart and shopped for MMA Elite apparel, documenting their path to purchase and sharing their story on their blog and through social media. Many had MMA fans in their household guest-post on their blog to share their passions around the growing sport. We also hosted a Twitter Party featuring MMA Athletes raising awareness about the brand at Walmart.

Results

We far exceeded our goals of 10,000 pieces of social content and 40 million impressions, by creating 13,635 pieces of content, with a total of 82.9 million impressions across Twitter, Blogs, and other social networks. Our program drove a 20% lift in merchandise sales at Walmart during the 4 week program.

The Challenge

Duane Reade, a pharmacy and convenience store located in the New York metro area, was looking for fun ways to promote their existing private label hosiery line.  They created a Facebook photo contest, “Show Us Some Leg,” asking people to upload photos of their Duane Reade hosiery.  Duane Reade was looking for online influencers to help promote the contest and the product line at their stores.

Our Solution

We activated our online community and the Duane Reade VIP Bloggers from Social Fabric to seed the contest with content, and promote the “Show Us Some Leg” campaign.  Bloggers shopped for hosiery at Duane Reade stores and shared the experience and their thoughts with their audiences, documenting everything with photos that supporting the photo contest on Facebook.

Results

Duane Reade saw a 5X Return on Investment for the campaign, and a 28% sales lift for the entire product line during the campaign.  The content generated 19.7 mm impressions, and grew their Share of Voice against competing brands by 76%.

Showing Some Leg in DR Legwear by Yoli’s Green Living

Show Me Some Leg! Tights and Leggings at Duane Reade by Mom Most Traveled

Fashionable Styles from Duane Reade Branded Legwear by Mama Goes Natural

Fact: Heart disease kills one in three women each year – that’s approximately one woman every minute.

Fact: Heart disease doesn’t affect all women alike, and the warning signs for women may be different than in men.

Fact: Heart disease is the No. 1 killer of women, and is more deadly than all forms of cancer combined.

Fact: 1 in 31 American women dies from breast cancer each year, 1 in 3 dies of heart disease.

Join us for a very important conversation about our hearts!

February is American Heart Month, and Collective Bias is joining forces with Dr. Suzanne Steinbaum. Dr. Steinbaum is a noted cardiologist, MOMentumNation Advisory Board member, and a national spokesperson for the American Heart Association’s Go Red For Women Movement.

Date: 2/5/13
Time: 9pmET or 8pmCT
Tweet Grid Link: http://ht.ly/hktNC
Follow: @DrSteinbaum @HollyPavlika @CollectiveBias, @TheMomiverse, @GirlsLunchOut and @tinaseitzinger
Hashtag: #heartthrobs
Tweet: Twitter party #HeartThrobs with @DrSteinbaum @HollyPavlika & @CollectiveBias  2/5 9pm ET http://bit.ly/WUYNsD #cbias

There’s no need to RSVP, just please come!

Prizes:

• Bracelet & Compact donated by the AHA’s Go Red For Women movement
• An autographed copy of Dr. Suzanne’s book

The Rules:
Make sure you’re following the hosts in order to win! Please note @tinaseitzinger will be choosing and announcing winners.

Bio: Melissa Garcia is Manager of Community Strategy at Collective Bias and Savings Expert at ConsumerQueen.com.
Follow on Facebook
Follow on Twitter

Heidi is a blogger and mother of 2 handsome, rambunctious boys. Her husband encouraged to start her blog, “The Busy Nothings” in order to keep her family and friends around the country updated on the goings on of their family. When she met Collective Bias’ VP of Community, Courtney, at a conference, Heidi was encouraged to take her blog to another level.

What has been your favorite campaign with Social Fabric?

The Glidden campaign was my favorite. I really, really wanted that campaign! I taught myself stop animation for the application video and was so excited when I got word that I had been selected!

What do you enjoy most about the Social Fabric Community?

I feel really inspired by the other bloggers. When I run campaigns as a Campaign Leader, I’m motivated by the beautiful pictures and creativity to be a better blogger. Also, the excitement of the other community members is contagious. It makes me happy!

Please share a link from a campaign you have participated in so we can all go check it out!

http://www.thebusynothings.com/2011/09/07/dining-room-makeover-after/

Any fun or interesting facts about yourself or your blog that you would like to share with the world?

I lived in the Ukraine for a few years as a teenager, and I speak some Russian.

If you were sent to a deserted island with one other person, who would it be and what 3 things would you bring with you?

Id definitely bring my husband since he can do anything. He’d probably build us a wifi tower. I’d bring a pocket knife, my cell phone to tweet the whole time, and body lotion.

Heidi’s Links ~ Check her out, follow her, give her some Social Fabric love!

Blog ~ The Busy Nothings

Facebook ~ http://www.facebook.com/thebusynothings

Twitter ~ http://www.twitter.com/thebusynothings