Case Study: Charnos

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:

• Facebook
• Twitter
• Forums
• Blogger relations
• Print media

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