Case Study: Chamilia Mother’s Day Campaign

If you’re looking for ways to boost brick-and-mortar retail sales via social advertising dollars and content strategy, this case study should get you headed in the right direction. Last week I had the opportunity to speak at Social Media Breakfast about Chamilia; one of Spyder Trap’s favorite clients in the social media space. We’ve had loads of fun working with them and seen great success using a mix of social engagement tactics, content strategy and paid social advertising. But, Chamilia is unique. More or less all of our online efforts are geared towards supporting the brand’s offline and in-store sales, which has posed a unique challenge for our team.

But first, a little background. Chamilia is an up-and-coming jewelry brand based in Minneapolis that sells charms, beads and bracelets. Many of their products carry messages and are bought for highly specific and sentimental reasons. Their shoppers are typically between thirty and sixty years old, the majority of which are women.  Moms especially love Chamilia. Which is why this past Mother’s Day, Chamilia tasked Spyder Trap with running a focused social media campaign to generate buzz, increase engagement and provide data-driven results over the most important of holidays for the brand.

So, let’s get down to the nitty gritty. Spyder Trap used a mix of strategic planning, Facebook ad targeting, content strategy and creativity to drive organic and paid results. A giveaway with extra paid resources devoted to the target markets of Boston and Philadelphia was huge for the brand during a relatively short campaign period of April 14th-May 11th.

We rolled out Chamilia’s Mother’s Day campaign via Facebook, Pinterest, and Twitter using the sentimental hashtag #MemorableMom to both tie all the content together, and keep track of conversation. We asked fans to share stories about their moms or about being a mom in return for being entered to win the giveaway. Through this campaign, the brand earned an exponential amount of new likes and followers through paid post boosting and page like promotions.

In just over three weeks time, Spyder Trap had reached, engaged and captured an audience that had previously taken the brand nearly a year to tap. Over 9,000 Facebook “likes” were obtained during the campaign and impressions topped 11 million. And buzz among current and new followers was huge- the comments shared conveyed the community built during the campaign. For more, check out the slideshare below or learn about Spyder Trap here.