Company: HSN
Entry submitted by: Matt See (MattHSN) Director, Social & Games
Community: HSN Community (http://community.hsn.com,http://blogs.hsn.com)
Lithy category: Marketing Champion
HSN is all about making shopping FUN! Great products and unique experiences that you can’t find anywhere else, plus exclusive access to celebrities and sweepstakes. The HSN Community makes that possible by connecting them with all their favorite HSN Hosts and Partners and introducing them to fellow shoppers just like themselves who share their passion for great deals & shopping!
Lithium’s Community serves a vital role for HSN as the single owned destination for customers to post and engage with partners, brands and each other. It’s a tool for our customers to get a second opinion about a product and is a key aspect to driving boundaryless retail for HSN across all screens.
How we activated our influencers
1) We re-launched the Community with a new design and a new way to connect with HSN personalities called Q&A’s.
2) Lithium allowed us to engage our audience, which in turn is allowing us to organically reach others. HSN is a differentiated way to shop because, unlike brick and mortar, you’re shopping from the personality behind the brand, and with Community shopping on TV has never been more personal. The Lithium platform has allowed HSN to take that one step further by creating omni-channel Q&A’s that give customers the ability to have their own conversations with the brand. Instead of just shopping for jeans, HSN gives customers unprecedented access to stylists, fashion icons, and other experts to help offer a more personal and valued shopping destination; and the customer is front and center in the experience with the power of Lithium’s Community.
Our results
- Hosted 71 Q&A’s between August – December in 2014, creating a whole new way for customers to connect and drive meaningful, relevant conversation on HSN.
- +2,502.4% in Community Membership Y/Y
- +241.8% in Unique Visitors Y/Y
- +109.4% in Posts Y/Y
- +105.7% in Sessions Y/Y
- Stats are still growing this year. We’re seeing +40% in Sales Y/Y in Q1 this year.
Q&A Banner Example
Before / After Lithium Launch
Before:
After:
Community Q&A Example
