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.
Sell through a doubled inventory buy of sleepwear for Q4.
Grow by 30K new followers, increase engagement over LY by 50%.
grow brand awareness through product leadership, brand advocates, a consistent 360 content strategy, and quarter long engagement tactics.
23.3M hashtag impressions
157% increase in engagement over LY
121% audience growth over LY
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
Digital Influencers & UGC
#hannajamsTour Brand Activation
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!
+4.7K Facebook fans
+7.5K New Instagram followers
1.2M Facebook event impresions
400K Instagram stories impressions
220 New #hannajamsTour posts