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Case study: Planet Yoga
Client:
Planet Yoga, a yoga centre with three locations in Hong Kong. It was the first large scale yoga centre in Hong Kong and has a reputation of having experienced yoga masters from India.
Brief:
Planet Yoga had little online presence. What little was found online consisted of negative member comments on forums and low quality pictures and video captured that often did not properly represent the Planet Yoga brand. Planet yoga wanted to:
Case study: Planet Yoga
Client:
Planet Yoga, a yoga centre with three locations in Hong Kong. It was the first large scale yoga centre in Hong Kong and has a reputation of having experienced yoga masters from India.
Brief:
Planet Yoga had little online presence. What little was found online consisted of negative member comments on forums and low quality pictures and video captured that often did not properly represent the Planet Yoga brand. Planet yoga wanted to:
- Increase broad brand presence online
- Increase breadth an depth on information and content online
- Motivate members to interact with the brand outside the the studio online
- Turn members into brand ambassadors
- Move the experience outside of the studios for new customers to see
- Manage conversation, current comments were heavily negatively weighted
- Reduce reliance on expensive print and event marketing to increase membership sales
- Customer service
- Conversation Management
- Rapid response to customer and member questions
- Escalation to management of any “red flag” postings
Method/ Results:
PRDA utilised it proven process to create a broad spectrum of positive content positioned consistently across 9 social media channels. PRDA “broke up” the negative forum comments by creating new forum threads focused on positive aspects of Yoga the Planet Yoga brand. Posting and response was in three languages; English, Simplified and Traditional Chinese.
- Total of 8054 fans
- Average of 8-12 new comments per day
- Gaining average of 50 new fans per day
- Twitter
- Approximately 4000 followers
- Forums
- Over 4000 views per week
- Conversation turned positive
- Blogs
- Two blogs posted per week and syndicated across 40 blogs sites
- Book marks
- Video
- Custom branded YouTube page
- Videos posted to 28 video upload sites
- Image posting
- Articles
- SMR
- SEO and link tracking on all content for maximum results
- Front page search results without paid placement
- Monitoring and analytic reporting
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