Process Peak | Communicate. Collaborate. Grow.

When Cellairis, a cellular accessory retailer, teamed up with Process Peak and completed a foundation for its social media efforts, they launched into a Facebook campaign to generate more fans, spending a total of $5,000—$2,500 for advertising on Facebook and $2,500 in giveaways. Every week for five weeks, Cellairis gave away $500, doubling their fan base within the first week and producing an end result of 2,388 new fans and 3,994 new contacts for their Fan Exclusives database—equating to only $1.25 spent per contact. That was only the beginning…

In an age where cell phones have become the number one accessory people can’t leave home without, Cellairis saw a need to properly, and fashionably, dress them. Enter Elle & Blair—one of the most popular YouTube personalities, known for their beauty how-tos and fashion tips. Cellairis partnered with Elle & Blair in April 2011 to design an exclusive line of fashionable cellular accessories set to debut this August. Recognizing another opportunity to capture even more fans and database contacts, Cellairis capitalized on this unique collaboration through announcements on the Elle & Blair blog and YouTube channels and on the Cellairis website and Facebook page, increasing their fan base from 3,569 to 7,252 (and counting) and leading to a whopping 18,000 people opting into their Fan Exclusives database. In order to efficiently support the magnitude of this campaign, Process Peak created a custom Facebook landing page that directed visitors to complete an online Fan Exclusives form.

As the social media partners for Cellairis, Process Peak continues to push multi-media content—Elle & Blair YouTube videos, weekly polls and Elle & Blair product releases—through the Cellairis Facebook page, as a way to not only engage Cellairis’ fans, but also those of Elle & Blair.

Can’t wait to get your hands on the latest, most stylish mobile digs? Visit the Cellairis Facebook page (by clicking here) for fan exclusives and check out the Elle & Blair tab to see a live countdown for their cellular accessories product launch this August.

This past Sunday was a great night for television, as Shelly Sun, CEO and Co-Founder of BrightStar Care—a Process Peak client—was featured on CBS’s Undercover Boss. Didn’t catch it? Click here to view the entire episode.

What We Did
In an effort to best leverage this opportunity for BrightStar Care and maximize the exposure of appearing on a primetime television show, the Process Peak Lead Catalyst team enhanced BrightStar’s existing social media presence on Facebook with a revamped design and built-in applications.

How We Did It
Prior to the show’s airing, we worked very closely with the BrightStar team, establishing a strategy and identifying the following key conversion actions:

• Growing the marketing database—converting visitors to fans
• Driving consumers (care seekers) to connect with local BrightStar providers
• Attracting qualified caregivers to join the BrightStar team
• Bringing exposure to the great franchise opportunity offered by BrightStar
• Highlighting the BrightStar Care-Together program

We then created design mock-ups and developed custom applications—a landing page (the “Welcome” tab), location finder and a franchise information page (the “Own a BrightStar” tab)—in order to drive those conversion actions and produce measurable results. And finally, once all the pieces were in place, we launched the Process-Peak-improved BrightStar Care Facebook page at the corporate and franchisee levels, as seen here and below.

The Results
For traditional online conversions—where visitors to a website take action by signing up for a newsletter or filling out a form, for example—a conversion rate of 6-8% would be REALLY good. On a standard Facebook page, the “Like” button converts visitors to fans at an average rate of 10%. Adding a “Welcome” tab to a Facebook page brings that conversion rate up to about 40%. BrightStar’s Facebook page—in the days leading up to the show and the day of the show—had a conversion rate of 94%!

Speaking of results…Even the people at Facebook have taken notice of the successful campaign set forth for BrightStar and added the page to its Facebook Studio Gallery. Pages in the Gallery with the most “Likes” will be promoted to the Spotlight and reviewed by a Facebook judging panel, which will then award agencies with the best page designs. Help us win an award! Click here and then click on the “Like” button at the middle-right side of the page (not the one at the top-right).

What’s Next
In an ongoing effort to promote our clients and the results they gain through the Process Peak Lead Catalyst platform, we will be doing a featured blog post each month. Keep an eye out for our next post, coming soon!