[wire] stone Digital Marketing
A.C. Moore: Social Marketing
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Regional retailer takes on giants. In September 2009, [wire] stone catapulted A.C. Moore into
the social sphere with The Common Thread, a community of crafters on Facebook, Twitter, and YouTube.
The Common Thread was created to give the brand and its champions a voice—and it succeeded.
With over 35,000 "likes," 2,700 followers, and 3,600,000 video views (and still growing!),
by 2010, the brand saw a 135% year-over-year increase in mentions. Through this significant
online presence and loyal social following, [wire] stone gave the arts and crafts chain the
ability to go head to head with bigger brands with more locations.
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Wirestone created an integrated, branded social media platform to unite A.C. Moore's collective crafting audience across social platforms. We call it "The Common Thread."
With an aggressive social media campaign, A.C. Moore encouraged its enthusiastic fan base to come to Facebook for project ideas, to share their work and to connect with other crafters. And they did.
A.C. Moore's personalized approach to engagement with fans on Twitter drew praise, especially when it comes to customer service and conversations about the brand. YouTube provided unique ways to engage with segments of A.C. Moore's social audience and allowed them to tap into new trends, such as "haul" videos.