When the Children's Place threw an online party celebrating their one millionth fan on Facebook, they turned social engagement into real dollars by rewarding their fans. Not only did the number of comments and likes skyrocket, but they were able to track sales from the campaign through an online coupon. Lorena Pino of The Children's Place and Avi Savar of Big Fuel share their secret to driving positive sentiment and increasing the lifetime value of customers through social media.

1. CONFIDENTIAL 1

2. Avi Savar Lorena Pino
Founder & Chief Creative Officer Public Relations / Social Media Manager
Big Fuel The Children’s Place
CONFIDENTIAL 2

3. WE TAKE BRANDS FROM
CONTENT TO COMMERCE
A model that drives business
objectives while providing relevant
engagement to consumers across
all social platforms.
CONFIDENTIAL 3

4. THE BEST IN
CHILDREN’S CLOTHING AND ACCESSORIES
A leading specialty retailer of children's
merchandise.
As of February 1, 2011, the Company
owned and operated 995 The Children's
Place stores in North America in addition to
its online store @ www.childrensplace.com
CONFIDENTIAL 4

5. The Children’s Place
One Millionth Fan Program
Case Study
CONFIDENTIAL 5

6. Agenda
Program Overview
Performance Evaluation
Key Learnings
CONFIDENTIAL 6

7. Goals
Program Objectives:
‣ Celebrate reaching the one millionth fan
milestone with the community that made it
possible
‣ Increase Facebook user engagement, fan
acquisition and sharing
‣ Reward the community for their ongoing
support
CONFIDENTIAL 7

8. Program
One Millionth Fan Party
‣ Who: Open to all fans of The Children’s Place
‣ What: Celebrate reaching the one millionth fan milestone
CONFIDENTIAL 8

9. One Millionth Fan Party
‣ Where: A virtual “party” on Facebook
‣ When: 9pm to 10pm EDT on July 26th
‣ How: Held in the form of a chat, moderated by
celebrities Denise Richards, La La Anthony, Kelly
Rutherford, and influential Mom Bloggers
CONFIDENTIAL 9

10. One Millionth Fan Party
‣ Where: A virtual “party” on Facebook
‣ When: 9pm to 10pm EDT on July 26th
‣ How: Held in the form of a chat, moderated by
celebrities Denise Richards, La La Anthony, Kelly
Rutherford, and influential Mom Bloggers
CONFIDENTIAL 9

11. ‣ Rewards: All party attendees received a
20% off coupon code and were eligible to win
one of 375 gift cards
CONFIDENTIAL 10

12. ‣ Rewards: All party attendees received a
20% off coupon code and were eligible to win
one of 375 gift cards
CONFIDENTIAL 10

13. Agenda
Program Overview
Performance Evaluation
Key Learnings
CONFIDENTIAL 11

14. Top-Line Engagement
CONFIDENTIAL 12

15. Fast Facts
Program Results: One Millionth Fan Chat
During the Chat: 9pm-10pm EST 7/26
‣ Approximately 13,000 posts
‣ Over 200 posts per minute
‣ Over 10,000 unique authors
contributed
One Millionth Fan Headquarters
CONFIDENTIAL 13

16. Fast Facts
Program Results: One Millionth Fan Sweepstakes
Contest duration: 7/26 - 8/2
‣ 100,000 tab visits
‣ 72,473 clicks to enter the sweepstakes
‣ 48,245 users registered to win
CONFIDENTIAL 14

17. Facebook Analytics
Fan Results: Facebook Analytics
Building engagement of the target audience
During the week of the contest:
‣ 21,116 new fans, making for a 160%
increase in fan growth
‣ 2,951 wall posts, a 1,900% increase
over the prior week
‣ 10,588 likes and 4,641 comments
CONFIDENTIAL 15

18. Chat Conversation
One Millionth Fan Party Conversation Cloud
Chat Conversation Drove Affinity For The Children’s Place Brand
The size of a word indicates frequency of usage
CONFIDENTIAL 16

19. A Deeper Look...
CONFIDENTIAL 17

20. Fan Growth
Facebook Fan Growth
11,000
8,250
5,500
2,750
0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
CONFIDENTIAL 18

21. Fan Growth
Facebook Fan Growth
Accelerated daily fan growth by 850% on the day of the chat
11,000
8,250
5,500
2,750
Daily Fan Growth
Average
0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
CONFIDENTIAL 18

22. Page Views
Daily Facebook Page Views
150000
112500
75000
37500
0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
CONFIDENTIAL 19

23. Page Views
Daily Facebook Page Views
Generated a 5,000% increase in daily Facebook page views
150000
112500
75000
37500
Daily Fan Growth
Average 0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
CONFIDENTIAL 19

24. Wall Visits
Daily Facebook Wall Visits
40000
30000
20000
10000
0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
CONFIDENTIAL 20

25. Wall Visits
Daily Facebook Wall Visits
Generated a 1,700% increase in Facebook page wall visits
40000
30000
20000
10000
Daily Fan Growth
Average 0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
CONFIDENTIAL 20

26. Wall Posts
Daily Fan Wall Posts
3000
2250
1500
750
0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
CONFIDENTIAL 21

27. Wall Posts
Daily Fan Wall Posts
Accelerated daily fan wall posts by 13,000%
3000
2250
1500
750
Daily Fan Growth
Average 0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
CONFIDENTIAL 21

28. Twitter Mentions
Daily Twitter Mentions
150
100
50
0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
Mentions include conversation that takes in to account #TCPparty and @TheChildrensPlc
CONFIDENTIAL 22

29. Twitter Mentions
Daily Twitter Mentions
Twitter mentions and hashtag usage increased by 530% over the daily average
150
100
50
Daily Fan
Mentions Average
0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
Mentions include conversation that takes in to account #TCPparty and @TheChildrensPlc
CONFIDENTIAL 22

30. Brand Channel Management
CONFIDENTIAL 23

31. Daily Fan Likes and Comments
‣ Pre-party teasers and posts
on the day of the party saw
the most interaction and
increased awareness
‣ The top three posts generated
over 6,600 Likes and 142
comments
CONFIDENTIAL 24

32. Interactions
Daily Fan Likes and Comments
Increased avg. daily wall comments by 3,000% and avg. weekly wall likes by 1,490%
5000
Likes
Comments
3750
2500
1250
0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
CONFIDENTIAL 25

33. Interactions
Daily Fan Likes and Comments
Increased avg. daily wall comments by 3,000% and avg. weekly wall likes by 1,490%
5000 Teaser
Likes
Comments
3750
2500
1250
0
7/20 7/21 7/22 7/23 7/24 7/25 7/26 7/27 7/28 7/29 7/30 7/31 8/1 8/2
CONFIDENTIAL 25

34. Facebook Analytics
CONFIDENTIAL 26

35. Snapshot
The Children’s Place: Monthly Active Users
Monthly active users increased by 19%
Benchmark: Program:
4/30/2011 - 5/30/2011 7/16/2011 - 8/14/2011
600000
300000
4/30/2011 -
8/14/2011
April 30 May 30 June 30 July 30
Benchmark: Program Duration:
Active Users (1Month Avg.) 394,420 Active Users (1Month Avg.) 469,467
Post Views (1 Month) 8,577,757 Post Views (1 Month) 31,296,388
Post Feedback (1 Month) 6,471 Post Feedback (1 Month) 41,000
CONFIDENTIAL 27

36. Snapshot
The Children’s Place: Monthly Active Users
Average monthly active users continue to increased by 6.3%
Program: Post - Program:
7/16/2011 - 8/14/2011 8/15/2011 - 9/14/2011
700000
350000
4/30/2011 -
8/14/2011
April 30 May 30 June 30 July 30 August 30 September 30
Program Duration: Post Program:
Active Users (1Month Avg.) 469,467 Active Users (1Month Avg.) 498,895
Post Views (1 Month) 31,296,388 Post Views (1 Month) 19,187,153
Post Feedback (1 Month) 41,000 Post Feedback (1 Month) 11,946
CONFIDENTIAL 28

37. Snapshot
The Children’s Place: Daily Active Users
Users are more active when posts are consistent
Program:
7/16/2011 - 8/14/2011
300000
150000
3/6/2011 - 8/14/2011
‣ Daily active users spiked from July 13 - August 6
‣ Consistent Brand Channel Management led to
more consistent user activity for the duration of
the program
CONFIDENTIAL 29

38. Snapshot
The Children’s Place: Demographics
International Reach: Growth occurred globally
Top Top Top
Countries Cities Languages
Dallas
U.S. English
(0.1%)
Atlanta
Canada Spanish
(13%)
Chicago
Puerto Rico French
(12%)
New York
(3%)
8/14/2011
CONFIDENTIAL 30

39. Agenda
Program Overview
Performance Evaluation
Key Learnings
CONFIDENTIAL 31

40. Key Learnings
Key Learnings
‣ Strong incentives: Helped deliver a
more compelling campaign
‣ Interaction: Facebook Fans and blogger
communities love discovering new ways to
interact
‣ International: program saw strong activity
in other markets, specifically Canada, Puerto
Rico and international military bases
CONFIDENTIAL 32

41. Key Learnings
Key Learnings
‣ Generating excitement: Teaser posts
encouraged interaction, sharing and attendance
‣ Feedback: Fans love platforms to give feedback
‣ Shared stories: Amplify the love
‣ Incentivized rewards: Leads to fan
interaction and increased purchase intent
CONFIDENTIAL 33

42. Fan Feedback
Building Brand Health Pays Off
CONFIDENTIAL 34

43. Thank you!
Questions?
CONFIDENTIAL 35