Hanna Andersson - 2016

Holiday #hannajams Campaign

Role: Influencer, Social Media, Brand Activation

Marketing Director: Louanne Wach 

Art Director: Salina Clark

Company wide goal:

Position Hanna Andersson as the #1 premium retailer for family sleepwear. 

Sales goal:

Sell through a doubled inventory buy of sleepwear for Q4.

Social goal: 

Grow by 30K new followers, increase engagement over LY by 50%. 

Purpose

grow brand awareness through product leadership, brand advocates, a consistent 360 content strategy, and quarter long engagement tactics. 

Q4 Results

23.3M hashtag impressions 

157%  increase in engagement over LY

121%  audience growth over LY 

Tactics

scale influencer program to an omni-channel position, bringing 5 influencer partnerships omni-channel, and scale digital partnerships.

 

run a quarter long engagement campaign #hannajams #giveaway to encourage long term engagement and brand awareness.

 

launch regional brand activation: #hannajamsTour giveaway, with messaging lead by social media. 

  Omni-Channel Influencer Campaign

IMG-0475_edited
IMG_5321
IMG-5324
IMG_5328
IMG-0474_edited_edited
IMG_5329
IMG_5327
IMG_5323
IMG_5322
Screen Shot 2017-10-21 at 1.14.19 PM
IMG_5320

Homepage

Landing Page

  Catalog

Email

  Digital Influencers & UGC 

IMG-5340
IMG-5342
IMG-5341
ha.collab.3
IMG-5337
IMG-5354
IMG-5352
IMG-5353
IMG-5351
IMG-5347
unnamed-2
IMG-5349
IMG_7312
IMG-5353
ha.collab.6
IMG-5339
IMG-5338
ha.collab.4
ha.collab.5

  #hannajamsTour Brand Activation  

Strategy

grow brand awareness in regions Hanna retail stories are not yet located, grow social audience. 

13 city tour across the U.S. giving away 1,000 pairs of free #hannajams at each stop. The caveat? You had to spot the deer on instagram stories to find out where!

Results

+4.7K Facebook fans

+7.5K New Instagram followers

1.2M Facebook event impresions 

400K Instagram stories impressions

220 New #hannajamsTour posts

  #hannajamsTour UGC  

Landing Page