At the Smart Customization Seminar, I had proposed that some of the customization companies should team up to advertise on Facebook together to create some buzz for customization, personalization and design-your-own. And so we did!
On August 6, 24 companies put up ads on Facebook, together achieving more than 14 billion impressions for design your own as well as a few press mentions in the Entrepreneur Magazine blog and Huffington Post.
The campaign created some buzz with little money per company - each customizer spent between $50 and $100 on Facebook ads. While we didn’t convert a whole lot with the ads, we achieved a lot of impressions - hopefully starting a conversation, and then later many conversions.
One of the lessons learned was to pay per impression, not click, which seemed to make more use of the small budgets. Also, a landing page that was either a Facebook page, media (e.g. a video) or a signup for newsletters performed better than just a website.
It is very hard to measure what matters most though - the long term effects. Are people more aware of customization now? Arwa Jumkawala from Gemkitty nicely summarized it:
This experiment was innovative display of strength gained in numbers. It was really cool for us all to band together (and in some cases with businesses in the same product category) to get conversations going. If this experiment get a just a few people to pause the next time they’re Googling for x type of product to wonder if there is way to customize x, then I think we succeeded.
These are the mass customization companies that participated:
Blank Label - co-created dress shirts
chocri - customized chocolate bars
Spreadshirt - co-created t-shirts, sweaters and hoodies
LaudiVidni - customized handbags
Gemvara - customized jewelry
Shoes of Prey - customized women’s shoes
Wagner Skis - co-created skis and snowboards
Gemkitty - customized necklaces and earrings
Snaptotes - custom totes with your photo
Element Bars - customized nutrition bars
YouBars - customized protein bars, shakes, trail mix, cookies and cereal
Red Moon Pet Food - co-created pet food for dogs and cats
Rooms By You - custom home decor for babies, kids and teens
Lindgolf - personalized golf clubs and bags
Artaic - custom mosaics
Mel Boteri - customized handbags
IndiDenim - custom jeans for women and men
Kidlandia - custom puzzles and maps for kids
Maguba - customized clogs and women’s sandals
Personalwine - wines with your personalized labels
Proper Cloth - customized dress shirts
Design A Tea - custom tea blends
Selve - customized women’s shoes and boots
Open Runway - custom shoes (to be launched soon)
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