LA Foire aux Meubles Case Study

Meubles Rive-Sud is a furniture manufacturer located in Sainte-Croix, on the South Shore of Quebec City. To increase the notoriety of its products, Ressac Media launched a social networking campaign that significantly increased the company’s brand notoriety.

Context

Social Media is often a part of campaigns that aim to reach a high volume of Web users. However, the tactics used to keep the initiative alive are usually largely, if not totally, supported by media placements versus by social components. In contrast, our concept was 95% supported by social tactics that were real and credible to users.

Solution

How do you create fun and interactive conversational capital for a furniture manufacturer? The answer: La Foire aux Meubles. This contest invited the public to submit photos of their ugliest furniture to earn a chance to win various prizes, which were awarded to those who got the most votes. One of the social components we used consisted in inviting the public to leave comments, an element which greatly aided the viral and interactive aspect of the contest.

Our team implemented a series of tactics and strategies aimed at facilitating exchanges, conversations and contest entries via social networks and receptive content ambassadors.

RETURNS

The returns of this Social Media Optimization (SMO) initiative exceeded our expectations. In a little over 20 days, the website generated more than 1,000 daily visits, some 100 comments and over 60 contest entries.

The nucleus of the visibility even spread beyond online social networks to Quebec mass media (TV, radio, news sites, blogs...). The media returns surpassed the cost of the initial investment and exceeded all campaign objectives.

Conclusion

This is a great example of the type of conversational capital that can be generated on the Internet through a creative and strategically executed viral campaign. Of course, a campaign of this sort will only pay dividends if the right approach and the right people are used to strategically plan, execute and implement it.