For the second year in a row, Charter Communications claimed the “Best Digital Marketing Campaign – Provider Award” at the CableFAX Best of the Web ceremony on March 20th, 2013. Charter’s HoliDeals campaign ran between Nov. 8, 2012, to Jan. 12, 2013, and was co-developed by St. Louis-based Elasticity, which also co-developed Charter’s previous award-winning campaign, Charter Center Stage.
By connecting with online bargain hunters, HoliDeals engaged price sensitive consumers to drive sales during the 2012 holiday season. Throughout the campaign’s two month run, HoliDeals created 757,160,169 impressions, increased Facebook engagement by 1,046 percent, reached 258,000 sweepstakes entries, and generated the highest number of online orders in a day for Charter on Cyber Monday.
The multi-channel integrated campaign utilized Charter’s website, Facebook, Twitter, Pinterest, email marketing, and earned media. The website featured a campaign specific landing portal for HoliDeals generated eCommerce. Traffic was driven from Facebook by utilizing targeted posts, unique cover photos, an application where users could enter a sweepstakes and a second application featuring an online shopping help kit and live stream of Cyber Monday tips from Twitter, which also hosted posts and branded images. Pinterest boards were created containing sweepstakes info, Black Friday tips, Cyber Monday ideas, and featured Charter deals.
“We’ve found that drawing winners daily and posting those wins throughout the campaign keeps transparency and galvanizes excitement for the message much more than a drawing after the campaign ends,” said Brian Cross, managing partner at Charter’s social media agency, Elasticity.
Charter Center Stage — the 2012 winning campaign developed in conjunction with Elasticity and other agencies — was a unique online battle of the bands competition that concluded with the winner opening for a national act.
Charter (NASDAQ: CHTR) is a leading broadband communications company and the fourth-largest cable operator in the United States. Charter provides a full range of advanced broadband services, including advanced Charter TV® video entertainment programming, Charter Internet® access, and Charter Phone®. Charter Business® similarly provides scalable, tailored, and cost-effective broadband communications solutions to business organizations, such as business-to-business Internet access, data networking, business telephone, video and music entertainment services, and wireless backhaul. Charter’s advertising sales and production services are sold under the Charter Media® brand. More information about Charter can be found at charter.com.
Elasticity is a digital marketing and public relations agency providing creative communications strategies that build buzz and reputation for entrepreneurial-minded companies. Our non-traditional solutions straddle new and traditional media, focusing on the mediums of social media, search marketing, and public relations. The company works with a broad array of clients spread across diverse industries including Charter Communications, the St. Louis Federal Reserve Bank, H&R Block, Stifel Nicolaus, Anheuser-Busch, Capital One, Geostellar, and a host of technology start-ups.