Objectives:

• To raise brand awareness of Goldsmiths Jewellers and encourage quality social engagement through Facebook and Twitter channels.

Strategy:

• We created a Facebook page based around “Perfect Presents” to inspire Facebook users with gift ideas and to provide a forum for the promotion/discussion of Goldsmiths products.
• A Twitter account also was created which interacts with the online retail community as well as customers and allows personal, real-time interactions.
• These social media channels worked holistically with the e-commerce site, coinciding with respective marketing strategies and promotions within their stores and their wider brand. The content of comments/Tweets highlighted popular products and engageed with trending topics and news.
• We supported the Facebook page with a Facebook ad campaign that speficically targeted people whose interests indicated that they would be interested in the Goldsmiths page.

Results:

• Quality engagements along with complimentary and carefully targeted Facebook ad campaign resulted in +1000 members of the group Goldsmiths Perfect Presents over a 9 week period.
• A 370.5% increase in members during November 2010.
• A 71.8% increase in Twitter followers (162 Followers on Goldsmithsuk) in the same period of time.