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Challenge

Issaquah Commons (client) , Arthur & Associates (client) and Tutta Bella at Issaquah Commons partnered during the 2012 holiday season to orchestrate a series of holiday promotions, events, and a major holiday giveaway. The challenge with creating a successful holiday campaign at Issaquah Commons was the lack of social media influencers in the Issaquah area to help amplify our message. When collaborating on a social media campaign and running promotions on three separate brands’ accounts, remaining focused to deliver a quality campaign with multiple components was key. Also, with three unique brands under one campaign, creating a focused message was a challenge.

Approach

Issaquah Commons and Tutta Bella Issaquah teamed up to develop the 2012 holiday campaign with the support of Arthur & Associates. Promotions took place on Tutta Bella’s website, an e-blast targeting Tutta Bella email subscribers, and all involved social media pages. The campaign targeted Issaquah residents, Issaquah Commons’ shoppers, families visiting Santa Claus over the holidays and Tutta Bella diners. To make the holiday campaign enticing to the Issaquah Commons, Arthur & Associates and Tutta Bella social media communities, we included the following events and prizes in the holiday campaign:
• Two consecutive Santa brunches with an Arthur & Associates’ Santa Claus
• Tutta Bella gift card
• Issaquah Commons gift card
• Arthur & Associates photo package
The Santa brunches took place on two Saturdays in December. The major holiday giveaway went live on social media and Tutta Bella’s website during the first Santa brunch. The giveaway ended just before Christmas. All promotional events were supported by social media messaging.

Results

The major holiday giveaway was a success and we met the goal to increase the Issaquah Commons, Arthur & Associates, and Tutta Bella social media pages. Issaquah Commons’s Facebook likes increased by 35%. The major giveaway received 132 hits (clicks and entries). There were a total of 48 eligible entries in the holiday giveaway. Three diverse brands came together to express one unique message. There was active participation in the holiday giveaway, a favorable attendance for Tutta Bella at the two consecutive Santa Claus brunches, so favorable that Tutta Bella is already planning on hosting another Santa Claus brunch during the 2013 holiday season. Although the Issaquah community does not have a high number of social media influencers, we saw a high level of participation in the holiday giveaway by Seattle area social media influencers. We were able to share an Issaquah promotional offer and event to influencers who work and play outside of Issaquah.

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