Social Media Case Study | Jane Nation
Situation
Jane Nation is a micro‐research and marketing company that specializes in connecting women in all life stages with each other and the brands that seek to better understand and market to them using social media tools.
In the wake of Japan's devastating earthquake and tsunami, Jane Nation knew they could aid the relief effort. Jane learned of Soles4Souls, a non‐profit that collects and distributes shoes to people living in extreme poverty and recovering from natural disasters. Soles4Souls was preparing a shipment of shoes to aid in Japan’s relief effort and calling upon everyone to donate gently used shoes. |
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Insight
In these tough economic times, most people do not have extra money to donate no matter how worthy a cause. Everyone, especially women, have extra shoes in their closet they could easily part with. As such, Jane Nation partnered with Soles4Souls to rally their database of 4,000 women, from all ages and backgrounds, to donate gently used shoes to victims. Public Relations & Social Media Strategy Jane initiated online and offline dialogue, primarily with women, to engage audiences, both reactively and proactively, while enticing locals, as well as those throughout the country, to discuss Japan and easy economical ways to aid in relief efforts to ultimately donate 100 pairs of gently used shoes to victims. |
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Solution
Primary: Reach out to women via traditional (TV and print) and social media outlets (Facebook, Twitter, YouTube, Foursquare, LinkedIn, Instagram) to pull on women’s heartstrings, while enticing women to donate shoes.
Secondary: Create a viral YouTube video two weeks in showcasing over 400 pairs of shoes that had already been donated to keep momentum going through month‐long shoe drive, while also providing context to volume of shoes that had been collected.
Results
Jane Nation immediately learned the passion their database of women have for cause related activities. In one month, Jane Nation far exceeded their goal of collecting 100 pairs of shoes. After Jane’s on‐air interviews with WJXT‐TV and WTEV‐TV, published articles by The Florida Times Union and Financial News & Daily Record, and ongoing dialogue on Facebook, Twitter, LinkedIn, YouTube, Foursquare and Instagram, women, men and children rallied around this worthy cause. After watching the WJXT interview the students at Middleburgh High School initiated their own shoe drive and donated 396 pairs of shoes. After receiving a targeted email a Lincoln Avenue Academy teacher in Lakeland, FL initiated her own shoe drive. Her school donated an additional 1,061 pairs of shoes and drove them via U‐Haul almost 200 miles into Jane Nation’s headquarters in Jacksonville over Easter weekend.
Throughout the month of April, women throughout the community dropped off carloads of used, and in many instances, brand‐new, never‐been‐worn shoes. In addition, a local company, Quality Response Services, donated shipping of 2,847 pounds of shoes to the Soles4Souls distribution center in Alabama.
In total, Jane Nation donated 2,542 pairs of shoes to Soles4Souls Japan Red Cross relief effort. This doesn’t include the numerous additional shoes that were donated by Janes throughout the country and shipped directly to Soles4Souls or dropped off at various shoe drop‐off locations across the United States.
Primary: Reach out to women via traditional (TV and print) and social media outlets (Facebook, Twitter, YouTube, Foursquare, LinkedIn, Instagram) to pull on women’s heartstrings, while enticing women to donate shoes.
Secondary: Create a viral YouTube video two weeks in showcasing over 400 pairs of shoes that had already been donated to keep momentum going through month‐long shoe drive, while also providing context to volume of shoes that had been collected.
Results
Jane Nation immediately learned the passion their database of women have for cause related activities. In one month, Jane Nation far exceeded their goal of collecting 100 pairs of shoes. After Jane’s on‐air interviews with WJXT‐TV and WTEV‐TV, published articles by The Florida Times Union and Financial News & Daily Record, and ongoing dialogue on Facebook, Twitter, LinkedIn, YouTube, Foursquare and Instagram, women, men and children rallied around this worthy cause. After watching the WJXT interview the students at Middleburgh High School initiated their own shoe drive and donated 396 pairs of shoes. After receiving a targeted email a Lincoln Avenue Academy teacher in Lakeland, FL initiated her own shoe drive. Her school donated an additional 1,061 pairs of shoes and drove them via U‐Haul almost 200 miles into Jane Nation’s headquarters in Jacksonville over Easter weekend.
Throughout the month of April, women throughout the community dropped off carloads of used, and in many instances, brand‐new, never‐been‐worn shoes. In addition, a local company, Quality Response Services, donated shipping of 2,847 pounds of shoes to the Soles4Souls distribution center in Alabama.
In total, Jane Nation donated 2,542 pairs of shoes to Soles4Souls Japan Red Cross relief effort. This doesn’t include the numerous additional shoes that were donated by Janes throughout the country and shipped directly to Soles4Souls or dropped off at various shoe drop‐off locations across the United States.
Soles4Souls Shoe Drive
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St. Augustine Amphitheatre
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Social Media Marketing
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eMail Marketing
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Web Development
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