blogger relations case study - handbag amnesty
I've just finished doing a blogger relations campaign. By blogger relations, I guess what I mean is that no content or assets were created by us - no video, no flash app, no 'viral widget', or anything. Just a good old competition and an interesting message.
Client (handbag.com) wanted to raise awareness of Handbag Amnesty, a charity appeal involving auctioning celeb handbags on eBay.
We wanted to generate original unique, on brand, coverage, which would also provide link equity.
In a nutshell - we got 4 key fashion bloggers to run a competition for us, where they would ask their readers to blog for the chance to win a bag.
You can get the idea of by looking at this post here on one of the host blogs.
Results were excellent - with the only equity on our side being the charitable nature of the campaign, and four £250 hangbags - we managed to generate over 150 real, user-written blog posts about the campaign.
I really love working with smaller brands and campaigns, and am consistently amazed at how ROI often grows as budgets shrink.
Some things I learned:
Bloggers can be an incredibly helpful, positive bunch. People who blog and stick at it are overwhelemingly nice. The blogosphere is a nice place. I have ideas about why this is true, which I might write about later. Our call to action of helping to spread the word about a charity auction (even a heavily sponsored one) was as powerful as offering people free bags.
In some categories, there just isn't the depth of blogs (yet) to be worth getting stuck into. If you're having to change your campaign significantly just to get it onto the blogosphere, you should probably ask yourself why you're doing this. There are many other good ways to use social media, depending on your goals.
There is a huge difference between commercial blog sites and blogs.
Blogs are 2-way, personal, conversational and link a lot to each other. This is what gives them their value to us marketers - we know people are engaging with them. We can see it from the comments and links. Commercial blog sites rarely get the conversational, 2-way thing.
Client (handbag.com) wanted to raise awareness of Handbag Amnesty, a charity appeal involving auctioning celeb handbags on eBay.
We wanted to generate original unique, on brand, coverage, which would also provide link equity.
In a nutshell - we got 4 key fashion bloggers to run a competition for us, where they would ask their readers to blog for the chance to win a bag.
You can get the idea of by looking at this post here on one of the host blogs.
Results were excellent - with the only equity on our side being the charitable nature of the campaign, and four £250 hangbags - we managed to generate over 150 real, user-written blog posts about the campaign.
I really love working with smaller brands and campaigns, and am consistently amazed at how ROI often grows as budgets shrink.
Some things I learned:
Bloggers can be an incredibly helpful, positive bunch. People who blog and stick at it are overwhelemingly nice. The blogosphere is a nice place. I have ideas about why this is true, which I might write about later. Our call to action of helping to spread the word about a charity auction (even a heavily sponsored one) was as powerful as offering people free bags.
In some categories, there just isn't the depth of blogs (yet) to be worth getting stuck into. If you're having to change your campaign significantly just to get it onto the blogosphere, you should probably ask yourself why you're doing this. There are many other good ways to use social media, depending on your goals.
There is a huge difference between commercial blog sites and blogs.
Blogs are 2-way, personal, conversational and link a lot to each other. This is what gives them their value to us marketers - we know people are engaging with them. We can see it from the comments and links. Commercial blog sites rarely get the conversational, 2-way thing.
Labels: blogger relations, case study
