SpaFinder Wellness was looking for a way to increase overall brand awareness, reach a new audience with engaging content and drive traffic to their website during the 2012 holiday season. With that, the #GiftWell program was born. As part of a converged media program, Laundry Service filmed a series of high quality videos featuring influential participants talking about the worst gift they ever received. The videos were hosted on YouTube and lived on a landing page at SpaFinder.com/giftwell. The essence of the campaign: don't risk being the punchline of a future "awkward gift" story - give the gift of wellness!

To help kick off the campaign, Laundry Service facilitated a "Twitter Party" hosted by SpaFinder on December 13. Everyone who RSVP'ed at SpaFinder.com/giftwell and participated in the hour-long Twitter chat using the hashtag #GiftWell was entered to win great SapFinder gifts. Throughout the month, Laundry Service helped SpaFinder develop a creative story on owned channels, secured earned media by coordinating with influencers to share videos, and leveraged various paid media tactics (partnerships, social ads, display ads) to amplify the reach of the campaign.

Results

Twitter Party (Promoted 12/10-12/12, Party on 12/13)
- 32MM Twitter impressions
- 5,282 #GiftWell tweets during the one-hour party
- 1,600 RSVPs
- 81 new Twitter followers per day (800% increase over daily average

Overall Campaign (12/6/12 - 1/2/13)
- 50MM media impressions
- 25k video views
- 34k visits to SpaFinder.com/giftwell
- Avg # of Pages visited - 3.68
- Avg Time spent on Site - 2:31
- 90% new visitors