Sara Devine, Mindshare
Chris Victor, Mindshare
Rita Arens, BlogHer
Powering the conversation
Forging connections
Sprint case study: The Family Connections Program
Sprint: Creating Connections with Women
• Why “Family Connections”?
• To create relationships with women
• To be top of a woman’s mind when family plans are considered
• To show the product in use by the most demanding consumers
• Why BlogHer?
• To reach tech-savvy women who are purchasers themselves
• To reach influential women who impact other women’s purchases
• To create programs that were trackable and measurable
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Sprint case study: The Family Connections Program
Mindshare: Making the Match
• Emphasized:
• Demographic quality of audience: Reach, income, tech-savvy-ness
• Conversational nature of community: Ability to create authentic,
organic content in the customer’s actual voice
• Innovation: Opportunity to co-create new ways of aggregating,
displaying and featuring those customer voices
• Measurement: Tracking was imperative to justify trying a new kind of
sponsorship approach in the social media space
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Sprint case study: The Family Connections Program
What did the program look like?
Family
Connections
Community
• Dynamic dialogue with
moms about how their
families use technology to
stay connected
• BlogHer Ambassadors led
The Family Connections
Group, a discussion forum
with new issues discussed
daily
“Momspotting”
Live Daily Coverage
• Sprint devices used to report
anywhere, anytime
• Find the 21 “Momspotters”
reporting daily via a codeveloped digital map
• “Momspotters” spurred
ongoing dialog with
community
Seasonal
Sponsored
Conversations
• Seasonal Sponsored
Conversations promoted
awareness of phone
launches, new plan
launches and other
corporate initiatives
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Sprint case study: The Family Connections Program
Family Connections Community
• Led by ambassadors the community became
an active forum for topical discussions about
parenting in the digital age while featuring
Sprint offers and blogger product reviews.
• Most popular topics were:
• Kids and social media - Facebook, baby
Facebook
• Kids and mobile media - texting, sexting
• Television/movies - what's appropriate,
how much
• The BlogHer audience spent on average 4
minutes per visit to the Community.
• 430 new discussions were introduced each
resulting in community conversations.
• A very strong lift in purchase intent was
reported by people who visited the
community.
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Sprint case study: The Family Connections Program
Sponsored Conversations, Stories and Product Reviews
Discussion: What Gives
You Peace of Mind?
Product Review: Bloggers
reviewed the latest Sprint devices
“I’m able to sync my
husband and my personal
calendars and set up
reminders for the event
at the interval I
choose…Navigational
turn by turn directions
and maps. (Lifesaver!)”
—Make Quads Happy
• 18% of reader posted a
comment themselves!
• 22% of reader posted a
comment themselves!
• 200+ related blog posts
• 60+ related blog posts
• 285+ related tweets
• 130+ related tweets
• The BlogHer community
reported a strong increase in
likelihood to visit a Sprint
store or website for
information
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Sprint case study: The Family Connections Program
BlogHer: What Resonated with Community
• Recognizable and diverse leaders in
the community chosen as group
leaders and “Momspotters”
• 2o “Momspotters” were given
Sprint devices to tweet their daily
experiences.
• Monitoring tweets, texts, comments
to bubble up most top-of-mind
topics
• Seeding and cross-posting
discussions across relevant topic
areas
• Piquing further interest with
valuable offers and reviews from
bloggers
• Raising the level of conversation
about technology, acknowledging
the community baseline
competence
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Sprint case study: The Family Connections Program
MomSpotting Results
Sprint branding and device
included in each tweet
• Momspotting Tweets: 3,558
• Followers: 43,847
• Avg. audience views:7,428,934*
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* 43,847 followers/21 momspotters = 2,088 avg. followers*3,558 tweets=7,428,934 views
Sprint case study: The Family Connections Program
Blogger Testimonial
Blogger “Life In Chicago” created a video for the Sprint Overdrive
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Sprint case study: The Family Connections Program
Overall Campaign Results
The Sprint campaign across the BlogHer publishing
group successfully increased brand perceptions
resulting in over 250% lift across key metrics.
*METHODOLOGY: Control-exposed methodology was used with visitors exposed to
the campaign launch comprising the exposed group. The control and exposed
groups were collected concurrently.
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Sara Devine, Mindshare
Chris Victor, Mindshare
Rita Arens, BlogHer
Thank you!