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StyleFeeder
http://apps.facebook.com/stylefeeder
MarketingSherpa Summary:
Social networks are fertile ground for viral seeds. Facebook users, for
instance, love applications and are quick to share them with friends.
StyleFeeder had this in mind when it created a product suggestion app for
Facebook to expand its user base. Less than a year after launch, the app
passed the milestone of 1 million installations.
Agency: InkHouse
Client/company: StyleFeeder
Brand campaign was conducted for: StyleFeeder's Facebook Application
Launch date of campaign: July 2007
Target audience/demographic: Facebook users
Campaign Goal:
Expand user base by targeting Facebook users who typically have a higher
familiarity with social networking and personalization online. Facebook's
popularity and potential for viral marketing served as an appealing method
to acquire new StyleFeeder users. In addition, Facebook's main users -
mostly teens and college-age users and young professionals - parallels
StyleFeeder's core user demographic.
Creative:
StyleFeeder's key functionality, such as product discovery, bookmarking
capabilities and social connections, allowed the Facebook application to
gain popularity through simple but proven viral tactics. StyleFeeder also
created online communities leveraging solid interpersonal relationships
with StyleFeeder's users on Facebook to create a central meeting place
online. StyleFeeder employees became active members within the Facebook
groups. This built more meaningful connections with new users and pushed
along the application's reputation.
Seed Strategy:
The Facebook application was designed to secure individual registered
users and to tap into their personal networks of friends. By easily
allowing users to invite friends and showcase their new online finds
and favorite items, StyleFeeder's Facebook application was installed
on users' profiles and prominently showcased. StyleFeeder also worked
with applications, such as FreeGifts and RockYou to promote their
application and create a group of users with a StyleFeed on their
profiles.
Buzz Generated:
Xconomy: StyleFeeder - Facebook's Leading Shopping Engine - Thinks Big with Small Series A Round
http://www.xconomy.com/2008/01/29/stylefeeder-facebooks-leading-shopping-engine-thinks-big-with-small-series-a-round/
Mashable: StyleFeeder Gets Another $2M in Series A
http://mashable.com/2008/01/28/stylefeeder-funded-2/
Specific (Goal-Related) Campaign Results:
The installation numbers on the Facebook application have been growing
since its inception. It recently reached the 1 million milestone.
StyleFeeder has become the largest shopping app on Facebook, with 50
times more installations than the next largest competitor. This success
has also helped StyleFeeder get more financial backing.
Biggest Lesson:
The biggest surprise was how quickly the application caught on virally and
how it became even more popular than applications from major brands.
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