Smiggle builds successful online community for tweens in its social media campaign 'Colour Crews Master Key' via The White Agency Melb
Smiggle has launched a new development in its customer relationship management program 'Colour Crews' aimed at tweens and teens called 'Colour Crews Master Key', a Facebook App created by The White Agency Melbourne aimed at building an online community that encourages participation in a series of creative activities and increase Smiggle's database, Facebook fan base and online sales.Click here to visit the Facebook App.
Building a true community is about conversation and participation. The
latest campaign, Colour Crews Master Key, moves the action exclusively
into Facebook for the first time (tapping into Smiggle's 300,000+
Facebook fans), where participants travel through a series of challenges
and riddles, set in six mythical lands (each representing a Smiggle
Colour Crews colour). There are many pathways through the Facebook app
but only one destination - finding the Master Key.The riddles are a combination of brain teasers and cryptic questions, some of which send fans to the Smiggle website or into one of Smiggle's 145 stores. If stuck for an answer, fans are encouraged to ask for help in the Smiggle Facebook feed, thus creating ongoing conversation and camaraderie for the length of the competition.
Striking the right balance is vital for this type of CRM. Keeping kids interested and social conversation active while also meeting business KPIs (increased traffic online and in store) needs to be handled delicately. Teenagers see through it otherwise.
The competition went live Friday 10 August and concludes Sunday 14 October, with a new series of riddles released each week.
Results (to date)
- Close to 15,000 new Facebook fans (14,694)
- High level of conversation and engagement in Facebook feed
- 3,228 unique entrants
The White Agency
Senior Art Director: Rhett Dashwood
Designer/Illustrator: Arvin Wahjudi
Group Account Director: Sue Meehan
Producer: Olivier Michelet
Smiggle
Emma Fulford: Smiggle Marketing Manager
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