WeddingSite uses mircoblogging and social media to reach brides

Twitter Q&A and social media activity drives digital campaign by Gold Collagen?s WeddingSite

Campaign name: #BridalBeautyHour
Brand: WeddingSite
Audience: Brides, brides-to-be and beauty bloggers
Duration: 07/06/2013 to 30/07/2013
Channels: Blogger outreach, ecomms, email, microblogging, online advertising and social media

Social Media Portal (SMP): People behind the campaign?

Gold Collagen (GC): The campaign was created and executed directly by the company behind the brand Gold Collagen, Minerva Research Labs and the media platform WeddingSite, which is part of Archant Digital Ventures.

SMP: The full name of the brand (company it is for) along with the URL

GC: Gold Collagen by Minerva Research Labs

SMP: The official campaign name and why was it chosen?

GC: #BridalBeautyHour
Chosen because it had no previous # usage and encapsulated four key elements to the campaign
- Social engagement
- Targeting brides-to-be
- Beauty content and advice
- A one-hour Q&A session


GC: From 07/06/2013 to 30/07/2013

SMP: The target audiences of the campaign, who are you trying to reach and why?

GC: Brides, brides-to-be and beauty bloggers.

SMP: Briefly, tell us about your campaign

GC: Harnessing the speed of interaction Twitter offers, WeddingSite and Minerva Labs created a Q&A session, targeting brides-to-be and beauty bloggers to come together and solve common beauty myths.

Minerva Labs wanted to create brand awareness of their Gold-Collagen products, whilst also positioning themselves as beauty experts. WeddingSite were able to create pre-buzz and post analysis around the campaign combining strong reach and brand exposure to brides-to-be with high engagement levels through its social media channels.

SMP: What are the goals of the campaign and why is it different?

GC: The objectives for the wider branding campaign with WeddingSite were:

- Educate and build awareness of benefits of collagen drinks

- Generate interest in the product as solution to radiant skin in just 12 weeks

- Target people six-months prior to wedding

#Bridalbeautyhour was a part of the wider campaign, with core objectives of:

- Create social media engagement around bridal beauty

- Position Minerva Labs as beauty experts to brides-to-be and beauty bloggers

The campaign was unique in that Minerva Labs were given direct access to WeddingSite Twitter followers, we involved several beauty bloggers as well as the Brand expert and we used multiple digital assets to drive interest in the campaign.

SMP: What are the channels, platforms and methods you?re using?

GC replies with:

- Online advertising: High reach, with multiple creatives to grab attention, targeted to brides, grooms and mother of brides to drive interest in #bridalbeautyhour

- ecomms:  Multiple emails to WeddingSite active users promoting social campaign and asking for bridal beauty questions

- Social: Invitation to our followers across Twitter and Facebook and request for involvement with key bridal bloggers and beauty experts

- Blogs: Promotion pre-event and editorial follow up for web audience not involved with social campaign

SMP: Why did the brands elect to use a Twitter Q&A, how successful was this and how are you measuring it?

GC: The one-hour ?Bridal Beauty Q&A? session with the beauty expert from Minerva is a great way to discuss and share bridal beauty tips with brides-to-be. It encouraged and enticed followers and other beauty experts within the industry to get involved in the discussion via using hashtag #bridalbeautyhour.

We measure the following:

- The number of tweets, replies and retweets, favourited tweets and how many people use the hashtag and Twitter impressions

Dr Maryam from @GOLDCOLLAGEN has just arrived for our #bridalbeautyhour Q&A session. Ask her your beauty questions. pic.twitter.com/q1AxXwD3BY

? WeddingSite.co.uk (@WeddingSiteUK) June 26, 2013

SMP: What are you achieving (what are the results so far)?

GC replies with:
 
- Generated new followers to @goldcollagen
- 66.3K impressions

- Increased site traffic of 50.2% compare to the previous week on Gold Collagen's website

- WeddingSite has also increased 14% site traffic

SMP: How are you making the campaign social (and beyond the use of Twitter)?

GC: WeddingSite started to pre-promote the campaign a week before the event using all available social media platform e.g. Facebook, ecomms and blogs. Getting influential beauty experts who have more than 90K followers involved also make the campaign reach more people.

SMP: Why was Twitter chosen for this campaign and how have you measured its success?

GC: Twitter was chosen as the main platform to run this campaign because of the reach that could be achieved, as well as the speed at which questions could be answered.

#topbeautytips and #bridalbeautyhour

@WeddingSiteUK is the Twitter social media profile


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