 Overview VTech Kids was started with one simple idea: to be the absolute best supplier of fun products used to provide incentive, reward and entertainment to both children and adults. Its products bring smiles to both the young and the young-at-heart and it has been an AddReal client since 2005. Objectives Targeting children, teachers, therapists and parents with an aggressive search marketing campaign, AddReal has recorded remarkable sales for puzzles, toys, crafts and other products. In the late 2000s, the economy hit a low point. Businesses and teachers were making cuts in their budgets, eliminating spending on customer incentives and other extras. Competition was fierce, and our customer knew there was a need to do something to stand out and turn customers into brand advocates. Around the same time, consumers began using social media channels to conduct research and seek advice for impending purchases. Our client's target audience was among those using these social channels to establish an open dialogue with their favorite stores and suppliers. The client jumped in, setting up their own Twitter and Facebook profiles and creating a blog for teachers. However, after a few months, the numbers on these social profiles were low. Therefore, just as they had come to AddReal to turn their website into an efficient sales tool, they again turned to the digital marketing leader to increase business through use of their social channels. Solution V-Tech had already established Facebook and Twitter accounts as well as a blog designed specifically for teachers. AddReal's task was to make these efforts a success. The digital marketing leader got right to work, developing a strategic plan to not only increase the number of fans and followers on social channels, but ultimately increase the amount of interaction with the brand as well. Providing knowledge and team resources, AddReal helped to update their new social media channels with information that their target audience would find attractive and useful. The company also designed a social marketing strategy and developed special discounts and giveaways to help keep their audience involved with the brand. At the same time, AddReal began authoring at least 20 blog posts per month for the client. Most importantly, AddReal made sure to integrate all digital channels, maintaining brand consistency while helping each reinforce the other. Results - In the first three months, the number of people requesting to receive news and updates by becoming this company’s fan on Facebook increased 156%. After six months, that number was up nearly 257%. - During those first three months, interactions with the company's Facebook page rose 598%. This includes consumers who posted comments to the client's Facebook page and took the time to give a thumbs-up to an update or comment that was posted by the company, showcasing the type of interaction that never would have been possible without the use of social media. - The total number of people actively visiting our client's Facebook page to look at and read information about the brand increased 102% in three months. - The number of users who followed a link provided on the user’s Facebook page, showing the rise in the level of trust and interest in the brand as a result of this social media channel, increased 220%. - Three months after AddReal took over the company’s Twitter account, the number of followers increased 139%. These followers view posts daily and “retweet” news and messages to all of their connections just as often. After six months, that number was up 200%. - During the first three months, the number of people actively interacting with the brand and getting involved in discussions via Twitter increased 143%. - By authoring more than 20 blog posts per month and effectively marketing the blog in social channels, AddReal exponentially increased the amount of traffic to the teacher's blog. In fact, the amount of blog visitors originating from Twitter increased 187% while the amount of traffic to the blog originating from Facebook increased 1600%. |
