I was in charge of developing blogger outreach and advocacy programs to help Moen maintain meaningful relationships with bloggers that ultimately earned placement. As part of this, we leveraged blogger shows, such as the 2014 Haven Conference, as way to strategically introduce and engage bloggers with Moen products.
Short-term Goals:
- Create a positive Moen experience and introduce bloggers to the latest Moen products
- Socaily engage and drive social chatter amongs attending bloggers
- Communicate alignment and partner with customers, such as The Home Depot, who were also at the show
Long-term Goals:
- Expand Moen's blogger contact list
- Build relationships with bloggers to garner future blog posts
PRE PROMOTION
A direct email sent to the attendees ahead of the show introduced the brand and #MoenKitchen to conference goers, helping to generate interest about what was to come the boot.
Cookies with #MoenKitchen were included in attendee gift bags and were a great way to generate social buzz about Moen's presence ahead of the show.
social buzz
THE BOOTH | #MoenKitchen
The #MoenKitchen booth was built to appeal to the DIY blogger and engage them to test the featured Moen pull out faucet with actual running water. The booth was also equipped with Moen accessories giving the blogger the Complete Moen Kitchen experience.
Giveaway items in the booth included a pot holders, aprons, shopping bags and a post card that included information about Moen's blogger program.
#MOENKITCHEN CONTEST
Bloggers were encouraged to post a picture of themselves to #MoenKitchen on Twitter or Instagram as a chance to enter to win to partner with Moen on a Complete Kitchen Upgrade. 161 Entries were received for this particular show, and below is a sampling of some of the entries.
MOEN SOCIAL MEDIA POSTS
Moen leveraged social media and conference's official hashtag: #HavenMavens, to generate buzz among attendees so they would stop by the booth. 380 Blogger cards were received, out of the 500 bloggers in attendance. Posts from Moen also helped drive product awareness, which appealed to the general social media community and Moen following.
BLOGGER RELATIONS
In addition to the 380 blogger contacts earned for Moen's blogger repository, bloggers enjoyed the Moen experience so much they blogged about it in their recap posts.
POST SHOW | THANK YOU
A direct email was sent to bloggers that stopped by the Moen booth to thank them for the introduction and announce the winner of the #MoenKitchen contest. This also helped Moen establish a longer term relationship with the blogger beyond the show and successfully generat additional leads from the show.
