Style Beauty Bus

Client

The Style Network (branded as style.) is an American cable television network based in Los Angeles. Owned by NBCUniversal, a subsidiary of General Electric and Comcast, its sister channels include E! Entertainment Television, USA Network, Syfy, G4, Golf Channel, and Versus, among others.

Situation

Throughout a ten-week period, the Style Beauty Bus was scheduled to make stops in ten cities, providing free mini-makeovers to fans and offering a chance to win a $500 Spa Finder gift card. They hired Maverick Digital to promote the tour across a wide range of social media platforms, improving online and in-person engagement. They needed us to ensure that fans stayed engaged, informed, and excited while the bus was between stops—and drive attendance to live events.

Solution

The Style Network had never used social media to amplify a big event. Customers tend to invest a lot in these large-scale events, and if the promotional efforts fall flat, it can result in a major investment failure for the client. Our first job was to educate Style on the right social marketing tactics—and ensure they stayed constantly informed on the campaign’s progress. After about two weeks, they started seeing results—and their comfort level went up dramatically.

The first thing we did was to engineer a social calendar that encouraged engagement—and leverage it across three major social media platforms: Facebook, Twitter, and Flickr.

On Facebook, we created custom tabs and ran a highly targeted ad campaign tailored to both geographic area and demographic—driving “likes” and signups for events. We kept the public informed via Facebook regarding sponsorships, tour dates, and special promotions.

We leveraged Twitter to deliver frequent, real-time updates during the events and while the tour was on the road—ensuring fans kept informed about appearances and venues, and driving traffic to other social properties for more info. Twitter was crucial in getting the word out quickly to a large and diverse audience.

We filmed short video clips that featured style and beauty tips—as well as questions posed to the audience. The questions were key, as they encouraged social engagement and response, generating ongoing interaction and ultimately doubling the number of “likes” on Facebook. The content was also posted on Flickr, along with other photos and videos from the Beauty Bus makeovers. This content was crucial in driving image search traffic, and also served as a backup for Facebook picture galleries.

Results

This campaign was one of our most successful to date, achieving outstanding results in awareness and engagement. We generated $135,000 in earned media mentions over 10 weeks and boosted Facebook active users by 105%, adding almost 5,000 new Facebook “likes” organically during the 10-week period. On Twitter, we got 521 mentions throughout the promotional period—with an estimated reach of over 682,000 impressions.

The Style Beauty Bus drew huge crowds on each stop—and the digital amplification campaign ensured fans were engaged and excited even while the bus was on the road.

Data

• Facebook Total Impressions: 327,937
• Facebook Likes: 4,256+
• Facebook Monthly Active Users: 17,427
• Active Facebook Fans: 73.9%
• Facebook Fan Increase: 115%
• Facebook Post Views: 495,218 +263%
• Facebook Total Ad Impressions: 14.2 million
• Facebook Total Ad Reach: 1,612,915
• Twitter Followers Added: Over 2,264
• Twitter Reach: Approximately 682,126
• Flickr: 52,380 Images Viewed