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Ground Force Network's Campaign to Launch Online Retailer's Customer Community
MusiChristian.com has many loyal customers and was in search of a way to engage them in promoting their summer sale and website re-launch called Launch Party 2006. The Ground Force Network provided a solution by creating a platform in which to launch a customer community called "Launch Party Insiders" in support of this one-month promotion.
Ground Force launched the customer community through exclusive invitations to become an Insider in an email to Ground Force's volunteer database and MusiChristian.com's weekly newsletters. Insiders were equipped with online tools to invite their friends to join the customer community and spread the word about Launch Party 2006. In addition, the best 30 participants were handpicked to receive special Launch Party postcards to distribute in their communities.
Ground Force created a Launch Party Insiders' Headquarters website to manage the customer community and equip Insiders to spread the word.
On this website, Insiders had access to items such as:
- Updates and missions from Ground Force
- A button to send their friends and an html email about Launch Party 2006 deals
- Banner downloads that they could post on their personal blogs, MySpace pages, and websites
- An online report form to log their activity and earn points
Ground Force motivated Insiders in the following ways:
- Each Insider received 24-hour advanced notification of and access to Launch Party 2006 deals
- A points system where Insiders received points for each report they submitted
- Rewards for the top 200 Insiders
Results from One-Month Campaign:
- Over 3,900 people became an Insider, over 900 of these people joined because of an invitation from a friend or a friend's activity on MySpace.com
- Send-to-a-Friend button used over 10,000 times
- Over 4,400 activity reports received
- MusiChristian.com plans to now utilize their customer community in on-going marketing plans
Credit Information
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Client: MusiChristian.com
Agency: Ground Force Network
Budget: $2000
Date of Campaign: 6/21/06 - 7/21/06
Case Study URL: http://groundforcenetwork.com/womma/groundforce_casestudy.pdf |
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