SMB Marketing: Melrose Jewelers and FacebookMonday, March 7, 2011
Posted by Brawlin Melgar
by Amanda Eufer
When MelroseJewelers.com began their social media initiatives the brand had less than 1,000 Facebook fans and limited social visibility. Knowing that Facebook was quickly becoming a ‘must’ for companies to partake in, they feverishly set out to come up with meaningful and worth while campaigns that in a matter of only 5 months, would soon boost fan numbers to well over 70,000 and account for over $100,000 worth of the companies sales in December alone.
The company ran 4 campaigns in unison over a 5 month period, increasing Facebook fan’s from less than 1,000 to over 70,000. The most dramatic increase was a 220% spike in the month of December, elevating the fan base from 11,716 to over 70,000. During this time, daily active users increased a staggering 291%, boosting brand exposure, product awareness and customer interaction. In addition to significantly increasing monthly unique traffic to their site, Facebook fans accounted for over $100,000 in sales for the month of December.
Their approach was to incorporate core components of their business model with viral elements that the typical Facebook user appreciates. For instance Melrose Jewelers included an engaging Facebook app that, via an entertaining questionnaire, assigned one of their products to match the users personality, resulting in a auto-post on the fan’s profile that read ‘Apparently, I’m an 18k Rolex Day-Date President because...’ followed with comedic commentary. This campaign spread like wildfire, resulting in a significant amount of new fans that were curious which products best described them and why. When using the app, the fan got a solid understanding of the products Melrose Jewelers offers, the prices associated with them, and the purchase benefits.