Covet Fashion had the loudest audience I’ve ever worked with – even Beats Music. Sure, Beats had more volume, but Covet Fashion’s user base could have blown out an eardrum and I couldn’t even hear them.
There were two sides to this coin: it was good because their hyperactivity on social media meant they were in love with the product and highly engaged. What was less good was the fact that they’d take to social media with the wrath of a Spartan army.
Fights were constantly breaking out between community members, and verbal venom was spewed both at each other and at the company. It was a lot to deal with, but it brought so many learning opportunities.
Highlighting the good
Adopting a meme
We’ve all seen these memes and sayings floating around the internet, but I decided to take it a step further by branding the images and putting items from the game directly into them.
I also inserted a call to action on the shoe post, which resulted in 20x the average like rates on Facebook.
Engaging directly
Most of all, I sensed that the Covet Fashion audience just wanted to be heard. They wanted to feel that their comments had a real impact on the game.
I posted this poll on the Facebook page, and though it drew some criticism, there were also a lot of suggestions. It was a win/win situation: engagement rates were boosted and the players got to see their ideas actually be implemented in the game.
Sharing conversations across channels
