digiday brand conference: case study: elizabeth arden
DESCRIPTION
Hear from the social media manager of Elizabeth Arden discuss the brand's Pin It to Give It campaign, which incorporates charitable donations. Find out how its Pinterest strategy has driven engagement with the brand. Presenter: Christina Bennett, director of social media, Elizabeth Arden @elizabethardenTRANSCRIPT
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Case Study: Pin It To Give It
Christina BennettDirector, Public Relations & Social Media
Elizabeth Arden
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Let’s Get Pinning
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Revolutionizing Social Good
1 = 1 to
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What Are We Pinning For?
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360 Integration
Social Media
Public Relations
Influencer Outreach
Website
E-Marketing
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Social Media
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Public Relations
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Influencer Outreach
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Website
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E-Marketing
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How Are We Doing?15 million Twitter impressions
Over 2,000 Twitter mentions
101 million Media impressions
1,983 Facebook likes
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What’s Next
• Fall social media and PR push• Support Breast Cancer Awareness Month • Expand board imagery• Leverage broadcast media• Go Global
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Key Learnings• Develop a robust 360 program• Choose the right platform for the right campaign• Simplicity is key• Identify the right partner • Be authentic • Take it offline• Engage internal constituents • Stick your toe in the water• Be nimble • Identify a beginning, middle and end• Measure success and determine best practices • Do the unexpected
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Questions?
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Thank you!
Join us and #PinItToGiveItAnd Help Someone Undergoing Cancer Treatment
Pinterest.com/ElizabethArden/PinItToGiveIt