Quidsi's Social Marketing Experiment Takes Off

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Visual content is changing social media and marketing campaigns. Businesses are finding that content with images is more valuable for businesses, as it has a higher chance of being shared than anything else on social media with statistically more page visits and increased engagement.
Social Media

Visual content is changing social media and marketing campaigns. Businesses are finding that content that contains images is more valuable for businesses, as it has a higher chance of being shared than anything else on social media with statistically more page visits and increased engagement.

At Customer Engagement World in New York City last week, Alison Kiczek Dempsey, senior social manager at Quidsi (parent company of Diapers.com, Soap.com, and Wag.com) shared examples of how her company relies on visuals to drive business through social media, increase sales, and cultivate customer loyalty. Below are the examples told in her own words.

1. Generate brand awareness
BeautyBar.com launched in 2012 and Quidsi spent the first two years testing different marketing channels. What we saw as we tested these channels was that every time the most successful channel was word of mouth with the majority of the conversations happening naturally among social key customers who were beauty enthusiasts. They were sharing their photos on Instagram, publishing reviews, and sharing feedback on Facebook. We realized that the reach of this content was limited to that particular customer's followers or connections. By partnering with Allure magazine, we started a content gallery and Instagram engagement strategy to help collect and display this user-generated content. "The gallery has been a huge success for us. The images are of customers using our program and sampling products. It's inspiring more user-generated content. We started putting this into our marketing materials and mini magazine that comes with your products. We encourage customers to post photos with the hashtag "samplesociety."

We take a different strategy to find prospective customers for Diapers.com. One of our challenges is how do we find our customers at the right point--when they're pregnant and in the stage when making purchasing decisions. Sometimes it's a challenge to find these customers. We search #babybump or #38 weeks and we can find her during the most optimal time during the pregnancy to reach her. We did that and started commenting and telling expectant moms about sales on our site.

2. Increase sales with an ROI
Soap.com sells everyday essentials for the home and yourself. With worked with P&G on the #Getinthepic campaign. We wanted to drive sales around Mother's Day. We united social, ecommerce, and digital advertising to show pictures with Olay products. We asked, 'What's a trend that's going on right now where we can disrupt a bit?' I was thinking about my own social media usage. This campaign is about moms so how can we encourage moms to disrupt what they're doing, which is taking photos of their children, and get in the pictures with their kids and tie the images to Olay? We did the campaign with #Getinthepic and challenged moms to make a memory. We used an Offerpop tool to help. Users can enter this campaign in a number of ways like from Facebook. We used our marketing channels to support this. We sent emails to customers and used banners on the site to promote this. It's a big deal to put an ad on your site that doesn't drive sales. We wanted to try something different. Most importantly, this wasn't the only thing going on. We had a 30 percent-off promotion on the site. And we saw increased traffic to the site and as a result, a 15 percent lift in brand sales on soap.com. We also saw 4 million impressions across social channels and 450 pieces of user-generated content added to the marketing gallery.

3. Build customer loyalty
We fuel conversations to drive conversations. So Quidsi customers are very loyal and passionate because we have a distinguished value proposition because we offer fast and free shipping. We have 24-7 insanely friendly customer care based in our corporate office and we offer free returns. These are the reasons why people love us. When we are trying to acquire new customers, we say these things and they're important, but what is influential is when people experience them. Other customers have reacted to experiencing our service and shared why they're loyal and we see positive comments all the time. What always bothered me was that these conversations would die off. So we're trying to put together a gallery onsite to collect and share these stories about why our customers are loyal. This feels genuine when you see the actual content and not just a testimonial page. These are real Tweets and photos of customers receiving their orders. This is going to be a powerful tool on site to show prospective customers and inspire them to try us and become loyal as well.

EXPERT OPINION
EXPERT OPINION