2011 SAMMY Award Finalist, Best Twitter Branding Campaign Rickshaw Bagworks and BO.LT
publication date: Aug 30, 2011
Best Twitter Branding Campaign Rickshaw Bagworks and
BO.LT
Brand: #FreshBagFeed Executives Involved in The Campaign: Mark Dwight, Rickshaw Bagworks Chris Schroeder, Rickshaw Bagworks Matthew Roche, BO.LT Jamie Roche, BO.LT Campaign Brief: In the amount of time that it takes to snap and upload a photo from an iPhone, two companies have made measurable progress toward attaining the holy grail of social marketing by creating one-on-one connections that beg to be shared. Rickshaw Bagworks had slowly been growing a loyal following since it was established in 2007, but the company was seeking a way to gain more awareness and increase sales of the brand’s custom messenger bags. When company leaders were introduced to the creators of BO.LT, a webpage copying, editing and sharing platform publicly launched in April 2011, the two companies put their proverbial heads together to develop a strategy to turn Rickshaw into a name synonymous with the iconic messenger bags of both companies’ San Francisco hometown. Rickshaw had the idea to upload images of the bags to Twitpic and Tweet them out to the company’s followers. However, partnering with BO.LT in early 2011 allowed the bag makers to take the strategy one step further. Using BO.LT’s unrivaled technology, the company was able to develop a simple yet powerful way to transform what some might view as merely a simple purchase transaction into a highly personalized social experience. The two companies worked together to create a template that adhered to Rickshaw’s brand specifications. Gone are the Twitpic blue and potentially incongruous ads, replaced with a canvas background design that reflects the Rickshaw branding and website. Each Tweeted BO.LT page now includes a video detailing how the bags are made, along with links to Rickshawbags.com and the company’s Twitter, Facebook, Vimeo and Flickr pages. The addition of a call-to-action button to “Buy This Bag!” has helped to generate incremental sales for the company. The stars of the page are the replaceable image and unique comment callout. After the initial build out, which was completed in less than a day, Rickshaw can now share these custom pages throughout the day within seconds. When a customer orders a bag, he or she is asked to provide their Twitter handle. After their locally stitched, handmade bag is finished, Rickshaw employees snap a photo of the bag, upload it to an email, type a comment in the subject line to recognize the customer, and email the photo and comment to their own BO.LT email address. The image and comment are put in the template and automatically and instantly shared on Twitter, published with a #FreshBagFeed tag. The result? Customers are involved in the entire creation. It’s not just a purchase; it is an inclusive experience that has enhanced brand perception. It’s a way to turn the formerly secluded process of online shopping into a social event, rewarding customers for their creativity and thanking them for their purchase. The #FreshBagFeed has helped to enhance brand loyalty, and accompanies the most consistently clicked link Tweeted by Rickshaw. The numbers tell a story, too. Since partnering with BO.LT, page views on the Rickshaw’s #FreshBagFeed have doubled, with purchased bag pages garnering anywhere from 50 to 400 views each. This is a significant number for a product that would traditionally only be seen by real-life passersby as the customer whizzed by on his fixie with his new bag proudly slung over his shoulder. Link to Your Creative Materials: Twitter: search #FreshBagFeed Twitter: @RickshawBags Twitter: @GetBolt http://www.rickshawbags.com bo.lt/ http://mashable.com/2011/07/11/bolt-2/ |
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