ISSUE:  

How to quickly and cost-effectively grow social referrals from younger consumers to new B2C eCommerce site (eGift Studio).

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STRATEGIES:

• Increased brand awareness and followers by showcasing top brands/products in framable beauty themed photographs, and post in Instagram under Enesco Gift name with link to eCommerce site

• Built engagement by curating consumer product photos already on Instagram under Enesco branded hashtags, engage with photo owner for permission, and post their photo on eCommerce site

• Connected with influencers by complimenting their photos of Enesco products in collectible groups

RESULTS:

• User-generated photos posted on eGift Studio grew referral site traffic over 50% to top position due to consumer interest in seeing their photos on the site

• Liking/commenting about consumer photos of Enesco products increased Enesco Gift Instagram followers by over 200% in one month

• Branded beauty shots built awareness that familiar brands could be purchased online (not only from a gift retailer).  

• Successfully reached collectible influencers by tapping into large existing communities of Enesco brands fans (many over 100,000 followers) with little effort.  Increased Enesco Gift feed by over 300% of new consumers we were following.

• Reduced average age of consumers visiting site by 10 years during campaign

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