Waterford Blogger Outreach Case Study

eAccountable has embarked on an aggressive channel expansion working with affiliate bloggers to build high-quality content for our advertisers. Most of these blog posts include a bonus to the affiliate blogger for their content creation.

We’ve got buy-in from many of our largest advertisers and from their respective internal or external SEO teams. Since almost all of these posts include affiliate links, the SEO value may not be the same as that of a highly followed independent blogger, but it does provide our advertisers a different and compelling way to tell their brand story other than the normal offer, deal or coupon affiliate that dominates the current affiliate channel. And, our advertisers are totally buying into the longtail and long-term nature of this effort.

eAccountable worked with our client Waterford to create a budget, promotions, incentives and giveaways that would appeal to affiliate bloggers not currently working with the company.

The Challenge

WWRD was looking to promote its line of Waterford Mixology crystal stemware and barware; gain more exposure to new audiences including men; and increase its reach and sales through affiliate marketing.

The Solution

eAccountable researched potential affiliate bloggers as partners and identified those with sizeable and loyal audiences. Then the search was narrowed down to “Daddy Bloggers” meeting those criteria. eAccountable approached Andrew Kardon, a respected affiliate and content blogger that writes about life with his family, his interests, and stories about raising kids that he wants to share.  He is also known for contests and giveaways as well.
Kardon blogged about the Waterford’s Mixology products and was allowed to conduct a giveaway to one of his readers.

How We Did It

Kardon put up his first post for WWRD on December 21, 2013.
http://www.mommysbusy.com/win-a-set-of-4-waterford-stemless-wine-glasses-valued-at-240-ends-16/

At the top of the post he disclosed that this was a sponsored post.
Included in that post were stories about his own experiences with bartending and cocktails, collecting shot glasses and more. He also included several photos of the new Mixology line.  At the end of the post he informed readers that he was conducting a giveaway/ contest that ran from 12/21/13 through 1/6/14, whereby a lucky reader would be chosen at random to win a set of Waterford 4 Stemless Light Red Wine glasses valued at $240.

Once people filled out of the contest entry form, they were also encouraged to tweet a specific message: Win a set of @Waterford Stemless Wine Glasses! ($240 value!) It’s another great @Mommys_Busy #giveaway

In addition, they were also asked to follow Waterford on Twitter and like the company’s Facebook page.

The Results

During the period of 12/21/13 through 1/6/14 Kardon’s blog experienced:

  • 10,604 Page views
  • 2,499 Unique Page views
  • 4,866 Unique visitors to the site

He also received:

  • 16,116 total entries (that includes the mandatory entry and then additional optional entries like sharing on Facebook)
  • 528 individual entries
  • 254 people who followed @Waterford
  • 321 people who Liked Waterford on Facebook
  • 723  tweets about the giveaway:
  • Additional organic Tweets and retweets about the giveaway

Due to the results of this effort, WWRD, through eAccountable, will be working with Kardon to build more quality blogs posts, contest and giveaways on an ongoing basis through 2014.

And, to learn more about eAccountable’s ongoing affiliate blogger outreach, here are some recent blog posts:

New Waterford Fleurology post from Andrew Kardon:
http://www.mommysbusy.com/spread-the-love-and-class-this-valentines-day-plus-win-a-275-waterford-crystal-rose-bowl-ends-217/

https://www.eaccountable.com/blog/view-from-the-top/guest-blogging-is-not-dead/

https://www.eaccountable.com/blog/view-from-the-top/view-from-the-top-the-affiliate-longtail/