Online Branding Done Right

Companies are proud (and rightfully so) to celebrate a big anniversary or commemorate an important event. Why not use these moments to get the world excited about your brand?

Dorel Juvenile Group (DJG), an e-commerce site that sells “kid safe” goods, wanted to use their 25th anniversary as a way to create excitement around a new campaign. The company wanted to increase the fan base and boost engagement with fans and followers on Twitter, Facebook, and YouTube. Plus, it wanted to increase traffic to one of their brand’s website,, by 20%, and by extension, boost sales.

First, DJG identified the primary target audience for the campaign as parents, especially moms, of children between 0-5 years old. The company dedicated an entire e-newsletter to the 25th anniversary and sent it to over 50,000 moms.

From there, DJG started promoting Twitter giveaways on the 25th day of each month. Parents who retweeted “Happy 25th Birthday Safety 1st!” had the opportunity to win car seats, strollers and other Safety1st products. Additional online features included emails with promotional deals, revamping the Facebook fan page, as well as a series of how-to videos on YouTube to highlight new products.

The company also wants to create buzz offline as well. Safety 1st launched a 25-year anniversary event with 25 bloggers in May 2011 and amplified the celebration through social media. Attendees were encouraged to “live tweet” the event, thus creating a large cluster of comments that the company could use to gain insights about the brand and repurpose into other promotional materials.

The results were fantastic. Internet traffic to increased by 29% and sales per unique visitor has increased by over 50%. On the social media side of things, the company was now seeing an average of 300 consumer interactions per month and YouTube channel viewership totaled over 32,000.

By combining online and offline initiatives, DJG created a successful campaign for one of its main brands that boosted sales, increased engagement, and highlighted the company’s long-standing commitment to excellence. DJG had a lot to celebrate, and with luck and business savvy, it will be celebrating many more anniversaries.

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