Wonder Works
Meredith Schwartz -- Gifts and Dec, 8/6/2011 7:04:36 AM
Wonder Works toy store wanted to build its social media audience, and ensure the survival of a favorite charity. With its innovative Facebook "Fun- Raiser," the store found a way to do both. Wonder Works' Week Of Wonder ran December 1-7, 2010. For every new person that "liked" the Wonder Works Facebook page, a toy was donated to MUSC's Children's Hospital Happy Wheels Cart, which provides a toy weekly to every child in the hospital.
Getting the Word Out
Wonder Works created a video for the Facebook landing page featuring an invitation to "like" Wonder Works from 10-year-old Harper Drolet, a cancer patient at the hospital who acted as ambassador for the campaign. Once they "liked" the page, new fans were greeted with a customized message on the Facebook landing page, as well as a custom left strip with images and branding for the event. And owner Christine Osborne didn't just leave viral marketing to chance: she targeted specific organizations and key Facebook users to get the word out, and provided a template to use, as well as phone and email reminders. 
The store promoted the event off of Facebook, and offline, as well. They distributed press releases, which resulted in stories in several local papers, magazines and TV stations. They supported these with ads in the local paper, and email blasts to existing customers. The staff wore buttons and gave out "like us later" stickers, as well as using integrated in-store signage. So no one felt left out, customers who wanted to help but don't use Facebook were encouraged to spread the word and/or bring a toy into the store.
Asking for Help
But customers wasn't the only audience Wonder Works had to market to. They also had to sell the concept to manufacturers: although Wonder Works donated many of the toys themselves, Osborne also contacted many toy companies to make up the difference. The store created a handout to start conversations with vendors at Toy Fair and thanked them with the store's "magic dragonfly" (which balances on many surfaces, even noses), as well an emailed thank-you video. 
Off the Charts
As a result of their efforts, Wonder Works gained 5,668 Facebook fans in a single week, and added an additional 1,000 fans over the next week. (That's more than the total, 743, that the shop started with before the promotion.) But those aren't the only numbers that jumped. December 2010 saw a 9 percent increase in sales, to $397,229. And first quarter sales went up a whopping 44 percent, to $233,691. Less tangible benefits accrued as well. Osborne raised her profile in the community and is now asked to speak at various public events and serve on advisory committees.
Most importantly, Happy Wheels now has toys for the next two years. And it won't stop there: Osborne has committed to continue to raise toys on her Facebook page throughout 2011. Says she, "We just want to keep the magic going. We love supporting MUSC and the kids, so our effort will continue on."
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