July 2011

Abraham Harrison LLC – Case Study

BrandsClub: Brand Jujitsu Taking a Company from Loathed to Loved

Abraham Harrison LLC: Case Study – BrandsClub

Challenge:

Brandsclub, a private online fashion buying club, was having difficulties with its delivery processes. This was leading to large amounts negative sentiment toward the company spreading across social networking sites and the blogosphere, seriously undermining the company's brand, their growth, and their customer retention.

Abraham Harrison’s challenge was three-fold: turn negative sentiment into positive, drive new users to the Brandsclub website, and provide ROI though higher customer satisfaction, retention, and activity.

Brandsclub, now the leading private sales club in Brazil, operates 100% online and a strong, positive presence on the internet is pivotal for the company’s success.

Abraham Harrison took a daily deluge of public complaints and turned it into a chorus of enthusiastic praise and loyal championing of the client's brand.

Abraham Harrison LLC: Case Study – BrandsClub Strategy/Tactics:

Leverage blogger influence to increase awareness and good sentiment, and constantly support customers on social networks by taking a position of transparency and willingness.

The team at Abraham Harrison implemented a comprehensive, multi-staged and highly targeted blogger outreach campaign to encourage bloggers to share information about Brandsclub.

Over 5,000 bloggers were contacted during 8 outreach efforts. Every response was personally followed up by a member of the AH team.

On social networking sites, thorough research of the competition was conducted, daily monitoring of conversations took place, and thoughtful strategies for content generation were put in place to gain and capture internet users attention longer

Sample of AHLLC profile management

Abraham Harrison LLC: Case Study – BrandsClub

Results:

Drastically increased brand awareness via online mentions and strengthened presence in social media. 100,000+ followers on the Twitter handles created by Abraham Harrison and over 50,000 “Likes” on their Facebook page.

In addition to the initial followers and “Likes”, there were tens of thousands of fans interacting with the brand on the various handles. Generating thousands of impressions daily.

On average the Brandsclub handle was seeing 200 fan interactions daily.

Abraham Harrison LLC: Case Study – BrandsClub

Testimonial:

“Abraham & Harrison has been doing a terrific job for

brandsclub. Not only have they created and managed our twitter

account, that has the most followers in the world for our

business model, their outreaches have gotten us tons of

responses. Last but not least they are always coming up with

great suggestions and worldwide contacts for any crazy idea you

might come up with. I would recommend them to anyone!”

- Olivier Grinda, Co-Founder and CMO, BrandsClub

Further Questions? We look forward to speaking with you again soon!

Mark Harrison CEO Abraham Harrison www.abrahamharrison.com mharrison@abrahamharrison.com +1.202.657.4769