the PDF

Case Study
Omni-Channel Integration Disrupts
Traditional Consumer Purchase Pathway
HSN & Spredfast partnered to place social media at the heart of the
customer experience, leveraging HSN’s weekly Beauty Report show as the
platform for implementation. By dynamically weaving social into TV, online,
mobile, and tablet properties, HSN drove brand awareness, engagement
and retention among current customers and prospects – all beauty
enthusiasts alike.
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Case Study
Objectives:
• Create an omni-channel, customer-centric experience for driving top-of-mind
awareness, engagement and conversion among current customers and prospects.
• Build brand loyalty and repeat TV viewership by improving the second-screen
experience, and creating more ways for customers to influence others and share
feedback.
• Optimize based on insights gathered from testimonials and feedback to curate
conversations and merchandise featured online and on TV.
Strategy:
HSN and Spredfast partnered to create an integrated omni-channel experience for helping current
customers and prospects along a non-traditional path to purchase. Beauty is a significant driver of
awareness and engagement for HSN and continues to draw the attention of category enthusiasts.
Thus, HSN’s weekly Beauty Report show served as the platform to prove that social media
conversation is a catalyst for building repeat TV viewership in addition to discovery, sharing and loyalty
via multiple channels.
Each week, a cross-functional team of members from Social Media, TV Production, Merchandising,
Creative, Digital Visual Merchandising and Site Development plan episodes, integrating opportunities
to spark conversation surrounding relevant, trending topics and solutions.
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Case Study
In March, the approach began with simple calls-to-action displayed on TV: hashtag
#BeautyReport and visualizations designed in Spredfast Experiences. Once the model for
integration was established, live tweeting was incorporated, and tune-in and chat incentives
were introduced to increase engagement and drive repeat participation.
Next, the team refined a destination on HSN.com to better support the show, and focused
on featuring dynamic, rich content accessible via desktop, smart-phones and tablets.
Visualizations on HSN.com included conversation-starters around must-have products, such
as fill-in-the-blank and image polls. Customers took actions within the visualizations creating
stories published to Twitter and TV leveraged spotlight visualizations to showcase the stories
on-air.
The visualizations featured on HSN.com and TV helped to spark organic engagement
on Twitter and drive relevancy of aligning merchandise in the show. As followers replied,
retweeted or favorited comments on Twitter, hashtag mentions, community growth, and
impressions for HSN increased. In the process, HSN garnered Tweets from nationally known
brands and celebrities, such as HBO’s Girls, Jillian Barberie, Deborah Lippmann, Lancôme,
Benefit Cosmetics and more.
Omni-channel integration for Beauty Report lowered the barrier for customers to share
their opinions, become loyal, and connect with all aspects of the brand. In return, HSN was
empowered to tailor the merchandise assortments, promotions, and content shared during
the weekly show. By engaging with customers along the purchase path on every touchpoint, HSN expanded market reach, tapped into a new audience of enthusiasts, created
authentic, popular content, built customer loyalty, and continued driving
traffic and sales.
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Case Study
TELEVISION
WEBSITE
SOCIAL
HSN and Spredfast partnered to create an integrated omni-channel
experience that placed social media at the heart of the consumer
purchase pathway. By dynamically weaving social into on-air, online, and
social properties, HSN drove social participation, consumer advocacy,
brand awareness, and customer loyalty.
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Case Study
" Working with Spredfast allowed us to extend the
social agenda via integration on key channels across HSN.
We’re having regular conversations about social with key
internal stakeholders to get people thinking in a different
way, and as a result, we’ve created opportunities to build
social into major initiatives to drive relevancy, engagement
and sales."
Maggie Hatfield
OVP Emerging Media Marketing at HSN
Results:
320x
GROWTH
TIME SLOT
DOUBLED
1.5
HOURS
Beauty Report enthusiasts created thousands of social stories about
HSN, resulting in 320X growth in exposure (impressions) since the first
integrated show in March 2013.
As a result of increased awareness, engagement and conversion, the
Beauty Report extended from a one-hour show to two hours in June 2013.
During an airing of the Beauty Report, the hashtag #BeautyReport
organically trended on Twitter for over 1.5 hours.
7.5x
Creating opportunities for social participation on HSN.com, broadcast and
social media spurred 7.5X growth in #BeautyReport mentions.
17%
On average, 17% of total social stories created about HSN were driven
directly from Spredfast visualizations.
21%
On average, 21% of HSN’s Twitter community growth was driven by
Spredfast visualizations.
GROWTH
Want to Learn More?
Visit us at spredfast.com or email us at info@spredfast.com
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