Étude de Cas FacebookAdvertising Case Study
DVFwrap dress and a $500-shopping spree onHauteLook. Participants were encouraged toinvite riends to receive additional contestentries, and the promotion served to both createexcitement about the upcoming sale and acquirenew ans or both brands.
Email and onsite marketing.
On the day o thesale, HauteLook and DVF each sent dedicatedemails to their respective email lists promotingthe event. HauteLook also promoted the saleevent on its website, driving users to Facebookto participate.All marketing directed users to Facebook, whereHauteLook’s storeront application lived as aseparate tab on both the HauteLook and DVF anPages. The shopping application allows ans to shareproducts or purchases with their riends, enablingviral growth as ans post about their purchasesor ask riends or eedback on an item they areconsidering purchasing.
Facebook generated 10 percent o grossmerchandise volume (total sales) or HauteLookon the day o the event, the third largest day oa sale that was exclusively available to Facebookans o each brand. Both companies wanted tobuild their an bases, particularly those qualifedby the precise targeting available on Facebook.They also wanted to oer an engaging and newexperience to those ans as reward or their loyalty.
“DVF was interested in doing something cutting-edge, something new,” says Andy Bilinsky, BusinessDevelopment Associate at HauteLook. “Both brandshave loyal ans who spend signifcant amounts otime on Facebook, so we wanted to test bringingash sales into this environment.”Ater selecting the inventory and fnalizing prices at50 percent o, DVF and HauteLook worked togetherto design an integrated campaign to promote thesale, scheduled to run in early December 2010. Thecampaign included the ollowing:
Facebook Ads campaign:
to the sale, HauteLook ran Facebook Ads testingdierent creative executions, with a call toaction to like its brand in order to gain access to
targeting, HauteLook targeted Facebook userswho liked similar brands and other high-endashion retailers.
Facebook Page Posts:
HauteLook and DVFcoordinated Wall posts about the upcomingsale on each company’s respective FacebookPages, providing a preview o some items thatwould be eatured in the sale to build excitementahead o the sale.
Utilizing a third-partypromotional tool, the companies co-sponsoreda contest giveaway on Facebook in the weekleading up to the event. The promotion ransimultaneously on both company’s FacebookPages, and users were required to like eitherbrand’s Page to enter or a chance to win a ree