CLIENT MISSION Skincare
TITLE "Online Video Campaign"
Challenge & Assignment
MISSION Skincare is pioneering a new personal product category – high performance, athlete-engineered skincare. With limited retail distribution and little to no brand recognition, MISSION challenged Swirl to increase brand awareness among active enthusiasts online and drive traffic to MISSION Skincare’s website and online store.
Strategy & Solution
Swirl planned and executed an integrated social media campaign designed to reach both influencers and consumers directly. We gave key influencers MISSION products to test for free, and leveraged their authority to spread brand awareness out to their larger communities.
Additionally, we engaged a broader consumer base across a variety of social media properties by developing unique content and programs in those environments. Each contributed uniquely to our goals acting as branding tools, social stimulants and community builders.
Flickr Photo Finish Group
Encouraged Flickr users on a MISSION (whether training for a marathon or losing 10 pounds, etc.) to share their training secrets with the community.
Charlie Engle’s Running America Twitter Feed:
Partner athlete and endurance runner Charlie Engle Twittered about MISSION’s new product line as he ran across America. This allowed followers to hear a direct account of how the products held up under extreme conditions.
MISSIONLockerRoom.com
A MISSION Skincare blog was created to establish a direct line of communication between consumers and the brand
Facebook Athlete and Charity Outreach
Drawing upon the established Facebook community, a unique page was created to deliver more exposure to MISSION Skincare and call out meaningful event information to active individuals.
MISSION Skincare YouTube Channel
The MISSION YouTube™ channel was launched to richly communicate all MISSION Skincare developments – from athlete interviews to product infomercials.
Results
- Up to 60 visits per day come directly from the integrated social media campaign.
- Direct to influencer out reach resulted in a 40% response rate with 35% of all respondents blogging about MISSION Skincare.
- Charlie Engle’s Twitter feed is responsible for the 4th most traffic to MISSION’s homepage – over 65% of subscribers went on to visit www.missionproduct.com directly.
