The Facebook Conference - Laura Breuk - Hunkemöller

500.000 likes, now what?

The Facebook Conference 20139 oktober

Today

• From Retailer to Brand

• Our Social Journey

• What’s next?

• Questions

About me

From Retailer to Brand

From Retailer to Brand

• Over the last few years we are making the shift from high street retailer to the leading lingerie brand in Europe.

• We are located in 18 countries worldwide, with a focus on the Benelux, Denmark and Germany.

• We have over 585 shopping points. We are opening XX new stores in 2013/2014.

From Retailer to Brand

From Retailer to Brand

Our Social Journey

• We started our Facebook pages in 2011 with seperate pages for Netherlands, Germany and Belgium.

Our Social Journey

Our Social Journey

• Primary focus was on sales: not very succesful!

Our Social Journey

didn’t work

Our Social Journey

• We shifted Facebook internally from the eCommerce to the PR team and from generating sales to delivering inspirations to our fans.

And so our journey began….

Daily inspiration & engagement

…in 5 languages

We let our fans vote!

Give them a look behind the scenes

Our fans love to play games!

Hunkemöller “Find It”

84.558 games played

Hunkemöller “Memory”

78.560 games played

…..also on mobile!

47,2 % mobile player

s 57,4 % mobile player

s

Facebook integrated in mobile app

Facebook integrated in mobile app

Now: Global Page

Global page17,720 fansEnglishlanguage

Germany250,137 fans

Netherlands171,558 fans

Belgium53,105 fans

Denmark15,293 fans

Continously build the fanbase

What’s Next?

What’s next?

1. Expanding our fanbase to 1 million fans in 2014.

2. Connecting our social efforts across Facebook, mobile, website and CRM.

3. Re-introducing eCommerce/performance marketing on Facebook.

4. Supporting our new shop openings through Facebook.

“CRM Next” - Passion Points

Social login across web & mobile

Re-introducing ecommerce

Support (local) shop openings

The Big Moment:

Thanking our fans