Best Use of Social Media for Retail or E-Commerce

Archived from the 5th Annual Shorty Industry Awards

Winners

Nothing But Good, One Fan at a Time

Produced by: Fleishman-Hillard

Twitter is an invaluable tool for Chobani to engage with consumers and spread Chobani love. The brand responds to EACH and EVERY tweet in order to reach their goals: to ensure each fan feels genuinely special, provide relevant and engaging content that drives conversation, and identify opportunities to create new brand fans and sample product. In the end, Chobani works to help fans feel nothing but good. With more than 51,000 followers on Twitter, Chobani strives to ensure the messaging and approach are aligned with Chobani’s nothing but good values and speak in an authentic, inviting, quirky, yet casual tone. Chobani fans are just like good friends, and it’s reflected in the team’s voice and the importance placed on two-way communication with their communities. Chobani treats each engagement as a chance to build fan loyalty and ensures each fan feels genuinely special. Chobani believes that anyone on Twitter is an influencer, whether they have following of two or 20K – each and every voice is valuable. That’s why the brand’s social media team works around the clock to respond to EACH and EVERY tweet containing ‘Chobani’– good, bad, funny, personal – typically more than 2K+ tweets per day. Whether it’s “favoriting,” replying or retweeting any of the nearly 300K @Chobani mentions in the past year, Chobani wants to ensure that each person feels heard. A little personal acknowledgement goes a long way to creating “Chobani-acs,” one cup at a time. In addition to responding to fans, on any given day Chobani shares a variety of unique content with their 51,000+ followers. Curated from a variety of sources, proactive tweets are sent out multiple times a day ranging from recipes, workouts, inspirational quotes, or just simply stuff that's LOL-worthy. Twitter has allowed Chobani to truly listen to their consumers, gaining better understanding of what makes them tick and their passion points for interaction – favorite flavors, inspirations, innovations, new usage occasions, areas of improvement; the list is endless. They take advantage of these lessons in both reactive and opportunistic ways. Case in point, Chobani heard that fans wanted six-packs and larger 32 ounce cups and reacted accordingly. Or, with their latest product launch, they ensured that fans who inquired about a new flavor were sent samples. To that end, Twitter also allows the brand to identify those who haven’t tried Chobani and has proved to be an opportunity to put thousands of cups into fan fridges. Tasting is believing at Chobani and with just one taste, folks who may have been unfamiliar with the product will fall in love. The continued exponential growth in number of brand mentions and interactions reinforces Chobani’s tireless work on Twitter and allows the brand to reach its goals in driving conversation. In the end, Chobani works to help fans feel nothing but good.

Finalists

Your Set by Calphalon

Produced by: Engauge

Calphalon is cultivating its own brand of cook — one born of creativity, experimentation and, above all else, a genuine love of food. Pair this adventurous spirit with a digital market that’s embracing people’s affection for customization, and you create the perfect recipe for innovation. You also invent an industry first: Your Set by Calphalon. Allowing customers to build a cookware collection tailored to their culinary needs, Your Set is revolutionizing its category. To leverage Calphalon’s ahead-of-trend position, we took a digital-only approach to launch. Our main ingredient? Social marketing. Backed by a website designed to support the commerce end of the product line, we served up a savory selection of Pinterest challenges, Twitter chats, VYou Q&As and Viggle collaborations. The result? Social mentions of Your Set rose by 75 percent, with impressions up over 100 percent. Even better, Your Set outsold the average order size of its Calphalon e-commerce peers by more than six times.Calphalon’s digital-only approach mixed traditional social media tactics with a more sophisticated palate of cross-platform collaborations. In addition to elevating sales, the campaign sought to achieve a more monumental goal: shift consumer brand perception from a functional to a more personal perspective — one aligned with people, ingredients and lifestyle. We started the Your Set by Calphalon launch with social media staples Facebook and Twitter — announcing contests, promoting partnerships and engaging users. We also hosted Twitter chats via the extremely popular hashtag #foodiechats, with conversations about cooking tips, kitchen must-haves, eclectic ingredients and more. For Pinterest, we created a Your Set board populated with product pins, menu ideas and favorite recipes. And, with the arrival of December and its much-coveted seasonal shoppers, Calphalon unveiled the Your Set Challenge, which gave users the chance to win a custom cookware set by creating — and then pinning and repinning with the hashtag #yourset — their own “Your Set Holiday Challenge.” Through VYou, a site that blends video with Q&A for live and recorded sessions, the brand dished up advice from celebrity chef Michael Symon via Calphalon's VYou channel. Calphalon also collaborated with Viggle, a loyalty rewards and second-screen program for TV, which provided a companion sweepstakes for viewers who checked into The Ellen Show during her famous 12 Days of Giveaways. This campaign also featured an à la carte, month-long Viggle sweepstakes promotion. By the campaign’s end, the mix of these digital ingredients truly delivered. In addition to increasing sales — Your Set comprised 20 percent of Calphalon’s Best Set sales in Q4 — brand perception shifted favorably. During pre-launch, consumer word associations most commonly included functional terms such as “durable,” “cookware” and “reliable.” Post-campaign, those words changed to “love,” “family,” “passion” and “cooking.” Some more savory outcomes: the digital media conversation rate was five times the national average. Sentiment and passion intensity increased by 18 percent and 15 percent respectively — levels that held steady for the duration of the seven-week campaign. Post promotion, a Google search for “Your Set” revealed over 20,000 results for Your Set by Calphalon. And, year over year, Calphalon’s social media presence is up to 92 percent, a direct result of the Your Set campaign.

Sharing the (+) Positive Energy

Produced by: Alex and Ani

The story of Alex and Ani began because Carolyn Rafaelian believes that every individual has a (+) positive message to share with the world. By incorporating powerful symbolism into each eco-friendly, American made piece, Alex and Ani provides a vehicle for the wearer to express their individuality. Rafaelian furthermore believes it’s her life’s work to support charities. Through e-commerce and social media, Alex and Ani has been able to sustain its mission, selling deeply meaningful products that, quite literally, change people’s lives. You see, Alex and Ani and the person that wears Alex and Ani are not mutually exclusive; by sharing their #charmedarms, the wearer is telling the story of her mom who survived cancer, her son who was born in August, her love of the home team, how she is a sister and her love of the ocean. During the good times and the bad, we’re there through it all to share in their #pathoflife. And, the gift is, we’re able to do it all through social media.Founded in 2004 by Carolyn Rafaelian (@carolyn), Alex and Ani (@alexandani) takes tremendous pride in the fact that its products are affordable, eco-friendly and made in America. Built on the hallmarks of peace, love and positivity, every product is created with the intention of making its wearer feel better because they chose to put it on that day. Alex and Ani also spreads #positiveenergy through the heart and soul of the company, Charity by Design. Through this program, 20% of all sales are donated to non-profit organizations helping them reach their goals and enhance the quality of life in communities globally. By promoting awareness about the brand and its mission through social media, Alex and Ani has built a dedicated following of women of all ages. Whether they are seeking the perseverance to change their path of life, the strength to overcome a debilitating illness, or simply want to have #charmedarms, the #positiveenergy has proven to be contagious. We encourage our fans every morning with #motivationnation and listen to stories about why each person wears their Alex and Ani. In the years since joining the social stratosphere, Alex and Ani sales have increased from $1 million/year in 2010 to more than $10 million/year+. In fact, over the last 12 months, we have experienced a 1400% increase in email signups, 757% increase in online revenue and 454% increase in web traffic, including a 25% month-over-month boost since we unveiled our website redesign in January. Following a significant round of funding from private equity firm JH Partners, we entered into Thanksgiving weekend with an aggressive strategy. We shattered our daily e-commerce record with a risk-controlled, site-wide discounting strategy. During the same period, socially-assisted conversions were up more than 300% and email conversions were up more than 500%. By the end of the year, sales neared the eight-figure mark, positioning Alex and Ani for its nomination on the Inc. 500 list as one of the fastest-growing retailers in America. With more than 100,000 likes on Facebook and 100,000 followers on Twitter, both mediums grew nearly 50% in the past year, proving our fans desire to engage. Our goal each day is to address every single customer, whether the interaction is positive or negative because we believe that all fans matter. In the end, our hope is to simply inspire our fans a fraction of what they inspire us and to keep the #positiveenergy flowing.

Current Entries

Nothing But Good, One Fan at a Time

Produced by: Fleishman-Hillard

Twitter is an invaluable tool for Chobani to engage with consumers and spread Chobani love. The brand responds to EACH and EVERY tweet in order to reach their goals: to ensure each fan feels genuinely special, provide relevant and engaging content that drives conversation, and identify opportunities to create new brand fans and sample product. In the end, Chobani works to help fans feel nothing but good. With more than 51,000 followers on Twitter, Chobani strives to ensure the messaging and approach are aligned with Chobani’s nothing but good values and speak in an authentic, inviting, quirky, yet casual tone. Chobani fans are just like good friends, and it’s reflected in the team’s voice and the importance placed on two-way communication with their communities. Chobani treats each engagement as a chance to build fan loyalty and ensures each fan feels genuinely special. Chobani believes that anyone on Twitter is an influencer, whether they have following of two or 20K – each and every voice is valuable. That’s why the brand’s social media team works around the clock to respond to EACH and EVERY tweet containing ‘Chobani’– good, bad, funny, personal – typically more than 2K+ tweets per day. Whether it’s “favoriting,” replying or retweeting any of the nearly 300K @Chobani mentions in the past year, Chobani wants to ensure that each person feels heard. A little personal acknowledgement goes a long way to creating “Chobani-acs,” one cup at a time. In addition to responding to fans, on any given day Chobani shares a variety of unique content with their 51,000+ followers. Curated from a variety of sources, proactive tweets are sent out multiple times a day ranging from recipes, workouts, inspirational quotes, or just simply stuff that's LOL-worthy. Twitter has allowed Chobani to truly listen to their consumers, gaining better understanding of what makes them tick and their passion points for interaction – favorite flavors, inspirations, innovations, new usage occasions, areas of improvement; the list is endless. They take advantage of these lessons in both reactive and opportunistic ways. Case in point, Chobani heard that fans wanted six-packs and larger 32 ounce cups and reacted accordingly. Or, with their latest product launch, they ensured that fans who inquired about a new flavor were sent samples. To that end, Twitter also allows the brand to identify those who haven’t tried Chobani and has proved to be an opportunity to put thousands of cups into fan fridges. Tasting is believing at Chobani and with just one taste, folks who may have been unfamiliar with the product will fall in love. The continued exponential growth in number of brand mentions and interactions reinforces Chobani’s tireless work on Twitter and allows the brand to reach its goals in driving conversation. In the end, Chobani works to help fans feel nothing but good.

Your Set by Calphalon

Produced by: Engauge

Calphalon is cultivating its own brand of cook — one born of creativity, experimentation and, above all else, a genuine love of food. Pair this adventurous spirit with a digital market that’s embracing people’s affection for customization, and you create the perfect recipe for innovation. You also invent an industry first: Your Set by Calphalon. Allowing customers to build a cookware collection tailored to their culinary needs, Your Set is revolutionizing its category. To leverage Calphalon’s ahead-of-trend position, we took a digital-only approach to launch. Our main ingredient? Social marketing. Backed by a website designed to support the commerce end of the product line, we served up a savory selection of Pinterest challenges, Twitter chats, VYou Q&As and Viggle collaborations. The result? Social mentions of Your Set rose by 75 percent, with impressions up over 100 percent. Even better, Your Set outsold the average order size of its Calphalon e-commerce peers by more than six times.Calphalon’s digital-only approach mixed traditional social media tactics with a more sophisticated palate of cross-platform collaborations. In addition to elevating sales, the campaign sought to achieve a more monumental goal: shift consumer brand perception from a functional to a more personal perspective — one aligned with people, ingredients and lifestyle. We started the Your Set by Calphalon launch with social media staples Facebook and Twitter — announcing contests, promoting partnerships and engaging users. We also hosted Twitter chats via the extremely popular hashtag #foodiechats, with conversations about cooking tips, kitchen must-haves, eclectic ingredients and more. For Pinterest, we created a Your Set board populated with product pins, menu ideas and favorite recipes. And, with the arrival of December and its much-coveted seasonal shoppers, Calphalon unveiled the Your Set Challenge, which gave users the chance to win a custom cookware set by creating — and then pinning and repinning with the hashtag #yourset — their own “Your Set Holiday Challenge.” Through VYou, a site that blends video with Q&A for live and recorded sessions, the brand dished up advice from celebrity chef Michael Symon via Calphalon's VYou channel. Calphalon also collaborated with Viggle, a loyalty rewards and second-screen program for TV, which provided a companion sweepstakes for viewers who checked into The Ellen Show during her famous 12 Days of Giveaways. This campaign also featured an à la carte, month-long Viggle sweepstakes promotion. By the campaign’s end, the mix of these digital ingredients truly delivered. In addition to increasing sales — Your Set comprised 20 percent of Calphalon’s Best Set sales in Q4 — brand perception shifted favorably. During pre-launch, consumer word associations most commonly included functional terms such as “durable,” “cookware” and “reliable.” Post-campaign, those words changed to “love,” “family,” “passion” and “cooking.” Some more savory outcomes: the digital media conversation rate was five times the national average. Sentiment and passion intensity increased by 18 percent and 15 percent respectively — levels that held steady for the duration of the seven-week campaign. Post promotion, a Google search for “Your Set” revealed over 20,000 results for Your Set by Calphalon. And, year over year, Calphalon’s social media presence is up to 92 percent, a direct result of the Your Set campaign.

Sharing the (+) Positive Energy

Produced by: Alex and Ani

The story of Alex and Ani began because Carolyn Rafaelian believes that every individual has a (+) positive message to share with the world. By incorporating powerful symbolism into each eco-friendly, American made piece, Alex and Ani provides a vehicle for the wearer to express their individuality. Rafaelian furthermore believes it’s her life’s work to support charities. Through e-commerce and social media, Alex and Ani has been able to sustain its mission, selling deeply meaningful products that, quite literally, change people’s lives. You see, Alex and Ani and the person that wears Alex and Ani are not mutually exclusive; by sharing their #charmedarms, the wearer is telling the story of her mom who survived cancer, her son who was born in August, her love of the home team, how she is a sister and her love of the ocean. During the good times and the bad, we’re there through it all to share in their #pathoflife. And, the gift is, we’re able to do it all through social media.Founded in 2004 by Carolyn Rafaelian (@carolyn), Alex and Ani (@alexandani) takes tremendous pride in the fact that its products are affordable, eco-friendly and made in America. Built on the hallmarks of peace, love and positivity, every product is created with the intention of making its wearer feel better because they chose to put it on that day. Alex and Ani also spreads #positiveenergy through the heart and soul of the company, Charity by Design. Through this program, 20% of all sales are donated to non-profit organizations helping them reach their goals and enhance the quality of life in communities globally. By promoting awareness about the brand and its mission through social media, Alex and Ani has built a dedicated following of women of all ages. Whether they are seeking the perseverance to change their path of life, the strength to overcome a debilitating illness, or simply want to have #charmedarms, the #positiveenergy has proven to be contagious. We encourage our fans every morning with #motivationnation and listen to stories about why each person wears their Alex and Ani. In the years since joining the social stratosphere, Alex and Ani sales have increased from $1 million/year in 2010 to more than $10 million/year+. In fact, over the last 12 months, we have experienced a 1400% increase in email signups, 757% increase in online revenue and 454% increase in web traffic, including a 25% month-over-month boost since we unveiled our website redesign in January. Following a significant round of funding from private equity firm JH Partners, we entered into Thanksgiving weekend with an aggressive strategy. We shattered our daily e-commerce record with a risk-controlled, site-wide discounting strategy. During the same period, socially-assisted conversions were up more than 300% and email conversions were up more than 500%. By the end of the year, sales neared the eight-figure mark, positioning Alex and Ani for its nomination on the Inc. 500 list as one of the fastest-growing retailers in America. With more than 100,000 likes on Facebook and 100,000 followers on Twitter, both mediums grew nearly 50% in the past year, proving our fans desire to engage. Our goal each day is to address every single customer, whether the interaction is positive or negative because we believe that all fans matter. In the end, our hope is to simply inspire our fans a fraction of what they inspire us and to keep the #positiveenergy flowing.