Michael Hill Jewellers

Social Media

Background

Despite several attempts to 'crack' the US/Canada marketplace, Michael Hill have so far failed to reach an audience outside of their core Australia/New Zealand demographic. In order to change this, they devised a contest to find the 'World's best Couple', offering a 22ct Diamond ring as a prize, worth in excess of $1million.

Solutions

Working alongside Michael Hills other agencies, the "my22ct" campaign was launched, including a contest microsite where couples could register and compete, along with social voting functionality for the public.

Tamar built and managed the community, predominantly using a Facebook brand page and an active Twitter presence, with moderation and promotion a primary objective. A pre-contest influencer engagement campaign also helped to drive sign-ups to the contest upon launch, with a number of influential bloggers being given replicas of the 22ct diamond rings.

Results

The contest attracted well over 20,000 couples, with at least 3 times as many registered voters helping to decide the winner. Facebook drove over a quarter of a million visitors to the campaign microsite, with Facebook content achieving visibility of well over a million users. Twitter posts were exposed to well over 12 million users throughout the campaign.

A promotional tie-in with reality TV star Kim Kardashian generated 'tweets' worth over $50,000, with subsequent traffic generated by these topping 25,000 clicks in a single day. The communities created for the campaign grew by 1,250% during the 6 week lifespan of the contest.

The coverage received online through distribution of the replica rings (a combination of influencer engagement and offline outreach with PR) was estimated to be worth over $2.6million print equivalent coverage. The overall ROI of the social media campaign was estimated to be over 3,000%.

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