Powering the conversationForging

connections

Sara Devine, MindshareChris Victor, Mindshare

Rita Arens, BlogHer

Sprint case study: The Family Connections Program

Sprint: Creating Connections with Women

• Why “Family Connections”?

• To create relationships with women

• To be top of a woman’s mind when family plans are considered

• To show the product in use by the most demanding consumers

• Why BlogHer?

• To reach tech-savvy women who are purchasers themselves

• To reach influential women who impact other women’s purchases

• To create programs that were trackable and measurable

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Sprint case study: The Family Connections Program

Mindshare: Making the Match

• Emphasized:

• Demographic quality of audience: Reach, income, tech-savvy-ness

• Conversational nature of community: Ability to create authentic, organic content in the customer’s actual voice

• Innovation: Opportunity to co-create new ways of aggregating, displaying and featuring those customer voices

• Measurement: Tracking was imperative to justify trying a new kind of sponsorship approach in the social media space

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Sprint case study: The Family Connections Program

What did the program look like?

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• Dynamic dialogue with moms about how their families use technology to stay connected

• BlogHer Ambassadors led The Family Connections Group, a discussion forum with new issues discussed daily

• Seasonal Sponsored Conversations promoted awareness of phone launches, new plan launches and other corporate initiatives

“Momspotting”Live Daily Coverage

Seasonal Sponsored

Conversations

Family ConnectionsCommunity

• Sprint devices used to report anywhere, anytime

• Find the 21 “Momspotters” reporting daily via a co-developed digital map

• “Momspotters” spurred ongoing dialog with community

Sprint case study: The Family Connections Program

Family Connections Community

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• Led by ambassadors the community became an active forum for topical discussions about parenting in the digital age while featuring Sprint offers and blogger product reviews.

• Most popular topics were:

• Kids and social media - Facebook, baby Facebook

• Kids and mobile media - texting, sexting

• Television/movies - what's appropriate, how much

• The BlogHer audience spent on average 4 minutes per visit to the Community.

• 430 new discussions were introduced each resulting in community conversations.

• A very strong lift in purchase intent was reported by people who visited the community.

Sprint case study: The Family Connections Program

Sponsored Conversations, Stories and Product Reviews

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Discussion: What Gives You Peace of Mind?

Product Review: Bloggers reviewed the latest Sprint devices

“I’m able to sync my husband and my personal calendars and set up reminders for the event at the interval I choose…Navigational turn by turn directions and maps. (Lifesaver!)” —Make Quads Happy

• 18% of reader posted a

comment themselves!

• 200+ related blog posts

• 285+ related tweets

• 22% of reader posted a comment themselves!

• 60+ related blog posts

• 130+ related tweets

• The BlogHer community reported a strong increase in likelihood to visit a Sprint store or website for information

Sprint case study: The Family Connections Program

BlogHer: What Resonated with Community

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• Recognizable and diverse leaders in the community chosen as group leaders and “Momspotters”

• 2o “Momspotters” were given Sprint devices to tweet their daily experiences.

• Monitoring tweets, texts, comments to bubble up most top-of-mind topics

• Seeding and cross-posting discussions across relevant topic areas

• Piquing further interest with valuable offers and reviews from bloggers

• Raising the level of conversation about technology, acknowledging the community baseline competence

Sprint case study: The Family Connections Program

MomSpotting Results

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Sprint branding and device

included in each tweet

• Momspotting Tweets: 3,558

• Followers: 43,847

• Avg. audience views:7,428,934*

* 43,847 followers/21 momspotters = 2,088 avg. followers*3,558 tweets=7,428,934 views

Sprint case study: The Family Connections Program

Blogger Testimonial

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Blogger “Life In Chicago” created a video for the Sprint Overdrive

Sprint case study: The Family Connections Program

Overall Campaign Results

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The Sprint campaign across the BlogHer publishing group successfully increased brand perceptions resulting in over 250% lift across key metrics.

*METHODOLOGY: Control-exposed methodology was used with visitors exposed to the campaign launch comprising the exposed group. The control and exposed groups were collected concurrently.

Sara Devine, MindshareChris Victor, Mindshare

Rita Arens, BlogHer

Thank you!