Rock/Creek

How does an outdoor gear and apparel retailer stand out in a crowded holiday market?

Challenge

Increase brand awareness and capture early sales for their Patagonia promotion before Black Friday.

Solution

Used Promoted Accounts to grow their follower base of outdoor enthusiasts and Promoted Tweets to amplify a pre-holiday promotion.

Results

  • 40% increase in sales
  • 5%+ peak engagement rate on Promoted Tweets
  • 172% increase in followers over prior month

Rock/Creek (@RockCreek) is an independent retailer offering the very best in outdoor equipment and apparel available through the company’s website and in five retail stores.

Their challenge


@RockCreek wanted to rise above the noise around Black Friday and Cyber Monday to drive sales of their Patagonia inventory.

Their solution


Many e-retailers run sales during Black Friday so @RockCreek wanted to get a head start with some early promotions.

A month prior to Black Friday, @RockCreek used Promoted Accounts to attract new followers interested in activities aligned with their products. For example, @RockCreek targeted people interested in camping, kayaking and rock climbing. Since their upcoming promotion was focused on Patagonia gear, @RockCreek also targeted people with similar interests to those who follow Patagonia.

@RockCreek engaged followers with Promoted Tweets in the timelines of their existing followers to ensure they didn’t miss out on the promotion. To extend their reach, the team also targeted messages to people similar to their followers and likely to be interested in @RockCreek’s content.

@RockCreek’s Tweets included a 20% discount with a countdown to the end of the promotion. The company also used the hashtag #getwarm as a simple way to emphasize seasonality tied to their offer. To help people decide on which type of fleece best suited various outdoor needs, @RockCreek included links to their fleece buyer’s guide.

Their results


During their Promoted Account campaign, @RockCreek increased their follower base by 172% over the prior month. The company’s Google Analytics showed the impact Promoted Tweets had on not only in driving an increase in traffic from Twitter, but across all other online channels as well. During their Twitter Ads campaigns, @RockCreek achieved their best sales day for 2012.

3 keys to success


  1. Create a sense of urgency.
    Lead people to take immediate action with a countdown that highlights the time left in your promotion.

     

  2. Experiment with content.
    Test and learn with photos, hashtags and links to determine what drives the highest engagement.
     
  3. Keep followers engaged.
    Start a conversation by using Promoted Tweets to place messages front and center in the timelines of followers.