Challenge: Brandsclub, a private online fashion buying club, was having difficulties with its delivery processes. This was leading to large amounts negative sentiment toward the company spreading across social networking sites and the blogosphere, seriously undermining the company's brand, their growth, and their customer retention. Our challenge was three-fold: turn negative sentiment into positive, drive new users to the Brandsclub website, and provide ROI though higher customer satisfaction, retention, and activity. Brandsclub, now the leading private sales club in Brazil, operates 100% online and a strong, positive presence on the internet is pivotal for the company’s success. We took a daily deluge of public complaints and turned it into a chorus of enthusiastic praise and loyal championing of the client's brand.
Strategy/Tactics: Leverage blogger influence to increase awareness and good sentiment, and constantly support customers on social networks by taking a position of transparency and willingness. Our team implemented a comprehensive, multi-staged and highly targeted blogger outreach campaign to encourage bloggers to share information about Brandsclub. Over 5,000 bloggers were contacted during 8 outreach efforts. Every response was personally followed up by a member of our team.
Results: Drastically increased brand awareness via online mentions and strengthened presence in social media. 100,000+ followers on the Twitter handles created by us and over 50,000 “Likes” on their Facebook page. In addition to the initial followers and “Likes”, there were tens of thousands of fans interacting with the brand on the various handles. Generating thousands of impressions daily. On average the Brandsclub handle was seeing 200 fan interactions daily.