Client Summary
Commencing the campaign in November 2012, Blueclaw developed a strategy that would build and consolidate organic search positions, engage the online fashion community with the brand and build a greater social media presence.
Project Brief
John Greed Jewellery is one of Europe's biggest stockists of Pandora jewellery and also sells popular jewellery brands including Thomas Sabo, Links of London and Pilgrim.
The company tasked Blueclaw with developing an integrated campaign that would help to consolidate existing search rankings and build the company's social media presence and engagement, as well as introducing the brand to the wider online fashion community.
Strategy Implementation
Integral to the initial campaign was blogger challenge that asked key fashion bloggers to create their own Pandora charm bracelet within a set budget, and a Twitter campaign that would elevate and reinforce John Greed’s connection with the Pandora brand.
Charming Wednesday has been running since late 2012. The idea of the competition is that every Wednesday, followers of the John Greed Twitter account have the chance to win a charm or on special occasions a bracelet. To do this, all they have to do is be following the John Greed Twitter account and RT that week’s competition tweet.
The blogger challenge took place in the run-up to Christmas 2012 and invited entrants to create their dream Pandora charm bracelet to a budget of £250, with entrants asked to blog about their choices. The winner would claim the bracelet they designed.
Results
The reoccurring Charming Wednesday competition and standalone Blogger Challenge have helped increase and stabilise rankings for charm related keywords.
The #charmingwednesday hashtag has trended four times on Twitter in the UK and once in the US, underlying explosive growth in key metrics (NOV 2012 – JAN 2013) :
+ 3,534 follower increase (past 10,000 followers)
+ 15,970 retweets
+ 21 million potential impressions
The combined affect of the blogger challenge and #Charmingwednesdays had an immediate impact on search visibility:
• The blogger challenge yielded 72 backlinks, helping to re-balance the brand's anchor text distribution towards brand and building valuable link equity.
• Charming Wednesday also demonstrated the growing relationship between social metrics and search results. Comparing the rankings on the Tuesday before the competition to the following Thursday for the key phrase ‘Pandora Charms’, we saw an average rankings improvement of 2.4 places in the first five weeks of Charming Wednesday.
72 backinks generated
16,000 retweets in three-months
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