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
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Homepage
Landing Page
Catalog
Digital Influencers & UGC
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#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
