At a time of year when dark days and dismal weather leads consumers to book short breaks and summer holidays, Digital Visitor made sure luxury spa brand Champneys were visible in the marketplace at this potentially lucrative time.
Launching a social media campaign for the wellbeing experts, spa-lovers were tempted with a competition to win a weekend break for four people at one of the brand’s UK resorts.
The competition, housed on Champneys’ Facebook page experienced amazing success – increasing page likes by 42% over a single 24 hour period, and more than doubling them over the six week period of the campaign (from 4360 to 9264 to page likes, from Jan 16 – Feb 27 – an increase of 108%).
Referral traffic from Facebook to the Champneys’ website also showed an incredible increase,growing by over 400%.
The easy-to-enter mechanic – a simple data entry form – has maximised response rate, and entrants were also encouraged to invite their friends to enter, expanding campaign reach.
Sarah Goodwin, from Champneys’ Digital Marketing & PR team, said:
“The response to the competition has been amazing and we have been pleased with the results of this campaign. As well as increased community growth it has been great to see more discussion around the Champneys brand. Social media will continue to be a focus for us in 2012 as it’s such a great way to reach out and engage with our customers.”
The campaign follows the recent success of a ‘flash sale’ on Champneys’ Facebook page. This weekend promotion, also managed by Digital Visitor, generated £21,000 in sales.
Both campaigns are great indicators of the gains to be made in employing targeted social media activity – building engaged brand communities, which can then be marketed to on an on-going basis; and driving sales during low revenue periods.
The ‘Champneys Resorts’ Facebook page is a great ambassador for the Champneys brand, with regular updates on resorts, treatments and recipes, and a growing community of interactive fans.
Digital Visitor have been working with Champneys since October 2011, managing their social media output across multiple channels and providing their award-winning social media applications for the Champneys website.
To find out more about our award-winning applications and services, please call us on +44(0)1179 055 195 or email firstname.lastname@example.org