Social Media Case Study Havahart®, Home & Garden Retailer

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Goals

For Havahart®, the goal to significantly increase fan base and involvement on the page drives a fully custom social media strategy that includes a philanthropic initiative, a variety of advertising initiatives and several interactive contests.

These advanced methods are used in addition to frequent and strategically planned status updates that engage the fan base through constant one-on-one customer service, encouraged sharing of success stories and posing questions to continually improve social media communication channels.

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Strategies

Contests
WebpageFX saw a great opportunity to increase fan interactions on the Havahart® Facebook page through the execution of interactive contests offered exclusively to Havahart® Facebook fans. Exclusivity and prizes ranging from gift cards to $100 in Havahart® products generated a large volume of contest entries and new fans each month.

Philanthropy
With the exponential growth of social media, WebpageFX saw a unique opportunity to help Havahart® reach their goals through a charity initiative called “Help Havahart® Give Back”. This initiative is mutually beneficial, as it was designed to not only increase Havahart®’s fan base, but also contribute to a great cause. This movement donates $.10 to American Humane Society for every fan that “likes” the Havahart® Facebook page.

WebpageFX developed a custom designed Facebook tab driving new visitors to join the Havahart® fan base. This initiative is supported by various strategies including press releases, Facebook and advocacy group outreach, cross-promotion on Havahart®'s other online media channels and Facebook advertisements.

Advertising
Driving additional traffic to the Havahart® Facebook page, WebpageFX created strategic Facebook ad campaigns targeting Facebook users based on demographics relevant to Havahart®’s brand and products. Advertising complemented the above strategies, driving contest entries and raising awareness of the charity promotion.

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Results

In the months following the launch of this custom social media campaign, Havahart®’s Facebook page experienced:

• A 1356% increase in fan number (1,717 to 25,000)*
• An average 166% Increase in Facebook Page Views**
• 422% Increase in Impressions**
• 236% growth in Interactions – likes & comments posted in response to Havahart®’s Wall posts**

*Data is as of 10/16/11
**Over 6 months compares data from July–December 2010 to Jan–June 2011