Canadian Retailer - Holiday 2014 - 34
social marketing
social
workers
Standout retail social
marketing campaigns
of 2014 share their
top ten lessons
BY STuART FOXMAN
during this time every year, ice buckets come out for holiday parties. But in summer 2014, an ice bucket only meant one
thing-a fundraising campaign for ALS research. The viral
campaign generated as many as 17 million videos (some estimates), upwards of 1 million social media posts in one day, and
about $100 million in donations.
From causes to companies, social media is a powerful force
for awareness and action. How are Canadian retailers leveraging these tools to further their marketing and brand-building
goals? We asked five organizations to share their insights into
their memorable social marketing efforts of 2014. Their lessons
are instructive for any retailer who wants to use social media
platforms to create buzz and customer engagement.
sport chek: Finding out what it takes
As Canada's largest sporting goods retailer, SportChek talks
about how "your better starts here". But what does it really take
to achieve at your highest level?
That was the trigger for #whatittakes, the largest campaign in
SportChek's history. Tied to the 2014 Winter Olympics in Sochi,
the campaign featured Canadian Olympians and included TV creative, digital, out-of-home, in-store, PR and sponsorship elements.
"This is a moment in time when people are doing amazing
athletic accomplishments. We wanted to use their stories to inspire Canadians," says Marc Binkley, Social Media Manager at
FGL Sports. "It's about the mindset of what it takes to get there,
more than just showing up and competing on the day."
SportCheck used athletes from a cross-section of sports, including hockey players Sidney Crosby and Meaghan Mikkelson,
bobsledder Kaillie Humphries, snowboarder Mark McMorris,
and speed skater Charles Hamelin. The #whatittakes campaign
was featured through SportChek's social channels, including
Facebook, Instagram, Twitter and YouTube. exclusive content
showcased the athletes at home and at the Games.
34 |
canadian retailer | holiday 2014
SportChek's #whatittakes campaign.
lesson #1:
Be prepared and seize the moment. social
moves fast, especially with live events.
sportChek needed plans for how to respond if and when their athletes won. in
some cases, sportChek used the athletes
as on-the-scene reporters. For instance,
Mikkelson attended the men's gold medal
hockey game, and tweeted a photo of the
post-game celebration, tagging sportChek.
"Within seconds, we had content from the
scene, and that was well received by the
people following us," binkley says.
Canadian Retailer - Holiday 2014
Table of Contents for the Digital Edition of Canadian Retailer - Holiday 2014
Member Insights
Retail Currents
Retail: At Issue
Delighting the Empowered and Enabled Consumer
Technology Tips for Small Business
Retail Council of Canada and Google Help to Spark Retail
Social Workers
Chasing the “E-tail” to Keep Pace With the 24/7 Shopper
Know Your Clients and Drive Your Sales
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Holiday 2014 - cover1
Canadian Retailer - Holiday 2014 - cover2
Canadian Retailer - Holiday 2014 - 3
Canadian Retailer - Holiday 2014 - Member Insights
Canadian Retailer - Holiday 2014 - 5
Canadian Retailer - Holiday 2014 - Retail Currents
Canadian Retailer - Holiday 2014 - 7
Canadian Retailer - Holiday 2014 - 8
Canadian Retailer - Holiday 2014 - 9
Canadian Retailer - Holiday 2014 - Retail: At Issue
Canadian Retailer - Holiday 2014 - 11
Canadian Retailer - Holiday 2014 - 12
Canadian Retailer - Holiday 2014 - Delighting the Empowered and Enabled Consumer
Canadian Retailer - Holiday 2014 - 14
Canadian Retailer - Holiday 2014 - 15
Canadian Retailer - Holiday 2014 - 16
Canadian Retailer - Holiday 2014 - 17
Canadian Retailer - Holiday 2014 - 18
Canadian Retailer - Holiday 2014 - 19
Canadian Retailer - Holiday 2014 - 20
Canadian Retailer - Holiday 2014 - 21
Canadian Retailer - Holiday 2014 - 22
Canadian Retailer - Holiday 2014 - 23
Canadian Retailer - Holiday 2014 - 24
Canadian Retailer - Holiday 2014 - Technology Tips for Small Business
Canadian Retailer - Holiday 2014 - 26
Canadian Retailer - Holiday 2014 - 27
Canadian Retailer - Holiday 2014 - 28
Canadian Retailer - Holiday 2014 - 29
Canadian Retailer - Holiday 2014 - Retail Council of Canada and Google Help to Spark Retail
Canadian Retailer - Holiday 2014 - 31
Canadian Retailer - Holiday 2014 - 32
Canadian Retailer - Holiday 2014 - 33
Canadian Retailer - Holiday 2014 - Social Workers
Canadian Retailer - Holiday 2014 - 35
Canadian Retailer - Holiday 2014 - 36
Canadian Retailer - Holiday 2014 - 37
Canadian Retailer - Holiday 2014 - 38
Canadian Retailer - Holiday 2014 - 39
Canadian Retailer - Holiday 2014 - Chasing the “E-tail” to Keep Pace With the 24/7 Shopper
Canadian Retailer - Holiday 2014 - 41
Canadian Retailer - Holiday 2014 - 42
Canadian Retailer - Holiday 2014 - 43
Canadian Retailer - Holiday 2014 - 44
Canadian Retailer - Holiday 2014 - 45
Canadian Retailer - Holiday 2014 - 46
Canadian Retailer - Holiday 2014 - 47
Canadian Retailer - Holiday 2014 - Know Your Clients and Drive Your Sales
Canadian Retailer - Holiday 2014 - Advertiser's Index
Canadian Retailer - Holiday 2014 - Retail Quick Tips
Canadian Retailer - Holiday 2014 - cover3
Canadian Retailer - Holiday 2014 - cover4
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