CASE STUDY: The Children's Place Celebrates A Million Facebook Fans

2

Client Challenge

‣ Celebrate reaching the one millionth fan milestone with the community that made it possible

‣ Increase Facebook user engagement, fan acquisition and sharing

‣ Reward the community for their ongoing support

3

Big Fuel Approach

‣ Create an opportunity for Facebook Fans to celebrate the milestone with each other

‣ Invite influencers to participate in the conversation

‣ Reward the community with prizes and Facebook exclusive discounts

4

Program Execution: One Millionth Fan Party‣ Who: Open to all fans of The Children’s Place

‣ What: Celebrate reaching the one millionth fan milestone

‣ Where: A virtual “party” on Facebook

‣ When: 9pm to 10pm EDT on July 26th

‣ How: Held in the form of a chat, moderated by celebrities Denise Richards, La La Anthony, Kelly Rutherford, and influential Mom Bloggers

‣Rewards: All party attendees received a 20% off coupon code and were eligible to win one of 375 gift cards

5