Track Social’s Campaign Tracking Module allows you monitor campaigns and benchmark the lift produced in social media across a variety of metrics.
Using the Track Social searchable Facebook Tab Directory to pick up Mother’s Day campaign activity, we then used the Campaign Module to analyze the results.
So after sifting the data, here’s a sampling of this year’s most notable Mother’s Day Facebook Campaigns:
Redbox: Mother’s Day is For Everyone
The Stats:
Rate of fan growth increased by 383% (over baseline)
37% incremental increase in Buzz (over baseline)
Well done, Redbox for turning a holiday for moms into an excuse to engage just about everyone. Their simple concept seems to have worked well: users were invited to send an e-card to their Facebook Friends who then went to the Redbox Facebook page and had to LIKE Redbox in order to redeem a coupon code for a free movie rental (to be used exclusively on Mother’s Day).
Redbox experienced a big boost in Audience numbers during the course of the campaign, seeing increases of new Fans per day at a 383% higher rate than baseline. Our analysis suggests almost 100,000 incremental Fans were generated by the campaign.
Redbox’s Facebook Buzz also increased during the promotion.
Facebook Buzz is a measure of how much people are talking with, at, and about a brand on Facebook. The more Buzz, the more potential for generating consumer interactions and forging new user relationships.
Our numbers, combined with praise from mothers highlighted on Redbox’s Timeline:
Thanks for the wonderful Mother’s Day gift. Made for a wonderful afternoon my daughter and me. – Theresa
- we’re judging this one a success.
Red Lobster: The Classic Giveaway
The Stats:
164% incremental increase in Engagement (over baseline)
46% incremental increase in Buzz (over baseline)
Taking Mom out to lunch is a Mother’s Day must, and the nation’s largest seafood restaurant chain was out to make sure they were the destination of choice.
Red Lobster’s Mother’s Day Daily Giveaway is an online version of a good old fashioned enter-to-win raffle drawing. Over a twelve day period, Facebook users could enter daily to win a $50 gift card and a bouquet of flowers.
The Mother’s Day Giveaway was heavily promoted on their Facebook page, generating thousands of LIKES and helping to spike their engagement scores.
Engagement is about how successful a brand’s social media interactions are with consumers. It measures how well be respond to their posts with LIKEs and comments.
This is a great example of how a low-stakes, low cost promotion (just twelve $50 gift cards) generated valuable interest and attention, reminding Facebook users that mommas love their mahi-mahi.
Michaels: Memories with Mom – Virtual Scrapbooking
The Stats:
165% incremental increase in Engagement (over baseline)
Of all the Mother’s Day Facebook promotions, Michaels – the national craft retailer – may have had one of the more innovative approaches – and certainly one of the most successful.
Since converting to the new Timeline structure, many brands have tried to exploit the new format to engage users’ personal histories. Michaels’ Memories with Mom encourages users to mine their own timelines and curate a special gallery celebrating the times they shared with their mothers:
Baby’s first steps. The day you made cupcakes from scratch. The night you camped in the yard. That walk on the beach. Honor your very best memories every single day. Create the perfect gift by dedicating a Timeline gallery of photos. Be sure to enter the Michaels Memories with Mom Sweepstakes for a chance to win a $300 Michaels gift card!
Not only was it gorgeously designed, the app also featured an easy to use interface that encouraged sharing galleries with your Facebook circle, and also included the chance to win a $300 gift card.
During the course of the promotion, Track Social’s Campaign Tracker saw Michael’s engagement scores increased a stunning 165% over baseline making this one of the most successful – and definitely most meaningful – Mother’s Day promotion we found this year.
A big congratulations to Redbox, Red Lobster, and Michaels – Track Social’s 2012 Best Mother’s Day Facebook Campaign Winners!
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