LuxeHome CHILL 2013
Social Media Strategy and Execution
I Imagine helped construct a larger, more dynamic arena for audience engagement using social media strategy for LuxeHome, the world’s largest collection of premier boutiques for home building and renovation located on the first floor of the Merchandise Mart in Chicago—all surrounding their annual CHILL International Wine and Culinary Event.
I SITUATION I
LuxeHome is the world’s largest collection of premier boutiques for home building and renovation. Located on the first floor of the Merchandise Mart, LuxeHome prides itself on providing one-stop-shopping to both homeowners and trade professionals.
In November of 2013, I Imagine partnered with LuxeHome to create a social media campaign surrounding their 2013 CHILL International Wine and Culinary event. The team worked diligently to create social media buzz before and during the event by engaging attendees and anyone interested in interior design by way of Twitter, Facebook and Instagram.
I OBJECTIVE I
While there were many benefits to implementing an extensive social media campaign surrounding the event, the project launched with three main goals in mind:
- Generate excitement about the event
- Increase engagement with attendees
- Attract new followers in interior design industry
LuxeHome sought to utilize the 2013 CHILL event as an opportunity to develop a larger fan base that remained loyal and engaged even after the event’s finale. Because of the comprehensive social media campaign needed to succeed at this aim, LuxeHome reached out to I Imagine to utilize their marketing and public relations expertise.
I IMPLEMENTATION I
Aiming to reach a large audience of wine sommeliers, foodies, designers and more of Chicago’s elite, we chose to engage followers through the three most popular social media outlets: Twitter, Instagram and Facebook.
Using various platforms allowed us to share real-time content in various formats, as well as capitalize on our audience’s tendency to be visually oriented, sharing visual experiences from past photo galleries to build anticipation in the days leading up to the event, as well as share experiences during the event.
On the day of the event, we aimed to amplify guests anticipation by posting photos and videos, such as chefs preparing food, event planners setting up, groups of enthused attendees and mouth-watering shots of the wine and food served.
Each social media post focused on one of five themes:
2. Featuring the wines to be served
3. Highlighting participating vendors
4. Promoting charity fundraising associated with CHILL
5. Increasing excitement
To keep audience participation up during the event, we focused on capturing interesting and exciting happenings on camera and replying to fans posting about the event by using our LuxeHome hashtag and handle—an integral part of our campaign. Each post included the #luxehomechill hashtag, which served as a critical means of helping our audience keep track of the event from beginning to end. It also served to create a sense of cohesiveness in our campaign.
I RESULTS I
With each post, LuxeHome increased its followers and its engagement from event attendees. On November 14, 2013, the LuxeHome 2013 Chill International Wine and Culinary event opened its doors to a larger and more engaged audience than ever before.
“THANK YOU, THANK YOU, THANK YOU to you and your entire team! We were so thrilled with the social media support for CHILL and with the results,” says Blair Loftspring, Marketing Director of building products. “I received several comments on how fantastic it was and we so appreciate it!”
Our social media marketing campaign increased audience number and participation by exceptional standards. Below are a few highlights:
- Audience engagement via Facebook increased by over 260% and more than 600 people viewed at least one of the event posts.
- LuxeHome’s Twitter account had more than 100 interactions during the campaign, and saw an increase in by 170. The account also increased its hashtag use during the event by 110% compared to its use prior to the event.
- The Instagram account garnered an average of 10 likes per photo and engaged in more than 315 interactions.
As a result of our campaign, the LuxeHome 2013 CHILL event not only included a wider, more engaged audience than ever before, but also secured a similar, if not greater, follower engagement in all of their events to come.