Christmas Tree Promotion Board 2015 - Case Study

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Lauren Loft Social created the first consumer marketing program for the Christmas Tree Promotion Board with a very small budget and very tight timeline for the 2015 Christmas season. It featured real families as they share the real Christmas tree experience through social media. The themes emphasize family time together and the priceless memories of family Christmases that only the experience and tradition of choosing a real Christmas tree for their home can create. The reach of the campaign was encouraging and the themes were well received. One of the most successful components was a “Mommy Blogger” sponsored Twitter Party garnering 361,075 social impressions and nearly 2.3 million Twitter impressions! Another successful strategy was the positioning of campaign articles on popular websites such as Parenting.com, RealSimple.com and SouthernLiving.com that tallied 623,013 impressions in a 10 day campaign. You can view these stories by visiting our campaign website: www.freshcuthomegrown.com as well as engage in our social media platforms: Facebook, Twitter, Instagram and YouTube. All can be directly accessed from the Fresh Cut/Home Grown website: www.freshcuthomegrown.com.

Marketing

Lauren Loft Social
Christmas Tree Promotion Board - 2015
Fresh Cut Tree, Home
Grown Christmas

Christmas Tree Promotion Board - 2015
Timeline: Oct 15 - Dec 24 2015
Total Budget: $14,000
Developed Concept & Strategy for
CTPB Promotion
Hired & Source Professional
Photographers
Curated Real Family Stories
Created Fresh Cut, Home Grown
Website & Published Content
Created Several Social Media
Accounts & Published Content
Created Videos and Distributed
Across Social Properties
Overview

Christmas Tree Promotion Board - 2015
1,347 Fans
54 Posts
31 Avg Daily Clicks
368 Likes for Posts
8,214 Avg Daily
Impressions
Facebook

Christmas Tree Promotion Board - 2015
9 Videos
30-69 Secs Long
51 Secs Avg Viewed
15,505 Views Across
All Videos
YouTube

Christmas Tree Promotion Board - 2015
3 Blog Posts
65 Social Media Posts
79,147 Blog Visitors
361,075 Social
Impressions
The Motherhood
Campaign
Twitter Party:
* 757 Tweets
* 2,288,140 Twitter Impressions

Christmas Tree Promotion Board - 2015
2 Releases
481 Pick Ups
2,838 Full Reads
229,912 Impressions
Press Releases
Seen In:
The Miami Herald, The Boston
Globe, The Star Tribute & etc.

Christmas Tree Promotion Board - 2015
3 Articles Posted
10 Day Campaign
467 Clicks through
623,013 Impressions
Distributed
Earned Media
Seen In:
Parenting.com, RealSimple.com
Epicurious.com, MyRecipes.com,
SouthernLiving.com, Answers.com
& etc

Lessons Learned
The most important lesson learned is that
Distributed Earned Media works well for
increasing visibility. I would work with several
distribution networks and earlier.
YouTube promotions also work very well, I'd
invest in multiple videos earlier in the season.
Instagram worked very well, but doesn't give any
analytics
Pinterest is a great resource if you have access to
their promoted pins, but that requires the
account not be new.

www.laurenloftsocial.com
Thank You
for this wonderful opportunity!!

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Christmas Tree Promotion Board 2015 - Case Study

1. Lauren Loft Social Christmas Tree Promotion Board - 2015 Fresh Cut Tree, Home Grown Christmas

2. Christmas Tree Promotion Board - 2015 Timeline: Oct 15 - Dec 24 2015 Total Budget: $14,000 Developed Concept & Strategy for CTPB Promotion Hired & Source Professional Photographers Curated Real Family Stories Created Fresh Cut, Home Grown Website & Published Content Created Several Social Media Accounts & Published Content Created Videos and Distributed Across Social Properties Overview

3. Christmas Tree Promotion Board - 2015 1,347 Fans 54 Posts 31 Avg Daily Clicks 368 Likes for Posts 8,214 Avg Daily Impressions Facebook

4. Christmas Tree Promotion Board - 2015 77 Followers 74 Tweets 41 Mentions 489 Profile Visits 35,409 Twitter Impressions Twitter

5. Christmas Tree Promotion Board - 2015 9 Videos 30-69 Secs Long 51 Secs Avg Viewed 15,505 Views Across All Videos YouTube

6. Christmas Tree Promotion Board - 2015 3 Blog Posts 65 Social Media Posts 79,147 Blog Visitors 361,075 Social Impressions The Motherhood Campaign Twitter Party: * 757 Tweets * 2,288,140 Twitter Impressions

7. Christmas Tree Promotion Board - 2015 2 Releases 481 Pick Ups 2,838 Full Reads 229,912 Impressions Press Releases Seen In: The Miami Herald, The Boston Globe, The Star Tribute & etc.

8. Christmas Tree Promotion Board - 2015 3 Articles Posted 10 Day Campaign 467 Clicks through 623,013 Impressions Distributed Earned Media Seen In: Parenting.com, RealSimple.com Epicurious.com, MyRecipes.com, SouthernLiving.com, Answers.com & etc

9. Lessons Learned The most important lesson learned is that Distributed Earned Media works well for increasing visibility. I would work with several distribution networks and earlier. YouTube promotions also work very well, I'd invest in multiple videos earlier in the season. Instagram worked very well, but doesn't give any analytics Pinterest is a great resource if you have access to their promoted pins, but that requires the account not be new.

10. www.laurenloftsocial.com Thank You for this wonderful opportunity!!

Christmas Tree Promotion Board 2015 - Case Study

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