Client: Charnos Hosiery
Project: Consumer communications
Objectives: To use Sociabull to implement and integrated social media strategy within Charnos’ core communications campaign to leverage activity and maximise reach and interactivity with consumers in and out of ‘tights season’
To support the Charnos Lessons in Legs campaign
Strategy:
To leverage and promote the strength of the Charnos Brand name
To build on the Charnos Lessons in Legs campaign
To give reasons to talk about tights all year round
Use online interaction and feedback to generate traditional PR opportunities
Challenges:
It’s just tights
Tactics:
To leverage all traditional PR activity through relevant social media platforms to create/support offline work and create an online buzz
Identification, set up, management and driving force of key channels:
Highlights:
Real time advice on hosiery hang-ups
Tights testing team recruited through Facebook and Twitter
Reaching 1366 followers on Twitter (Oct ’10)
Cheryl Cole wearing Charnos sheer black spot backseam tights, credited on Instyle.co.uk through online relations
Weekly competitions entrants in excess of 250
A record tweet reach of 20,140
Testimonial:
“The Sociabull team at Nobull has really opened our eyes to the endless opportunities provided by these new online channels, they ooze enthusiasm and energy and have taken the fantastic work they achieve through traditional media to a whole new level, unlocking doors for Charnos that we never knew possible! The way the Sociabull team represent the Charnos brand online is second to none, their creativity in generating fresh content is inspiring and the direct consumer feedback we are getting is incredible, keep up the good work!”
Alison Baines, Brand Manager, Charnos Hosiery