At Zappos.com, I was the head of Social Marketing, focusing on organic strategy, emerging channels, and brand-partnenships. Over the 5 years I was involved in the Social Marketing team, we increased our revenue by 5x, follower count by 5x, and introduced 24/7 social customer support.
Below are a few of my favorite moments throughout my tenure.
Zappos Home for the Pawlidayz
Zappos.com and Best Friends Animal Society teamed up to help 9,000 pets find forever homes from Black Friday to Cyber Monday. This campaign involved social marketing, email, site, employee marketing, and influencers to help find these pets a home. For the 2nd year in a row, we introduced our employe retweet contest where employees would win prizes if influential celebrities would retweet them. Overall, Pawlidayz has helped 17,000+ animals find homes and continues to be an evergreen program.
Zappos Travel Happy
Zappos is powered by service and we live to deliver wow to our customers. We partnered with Mullen and JetBlue to deliver a big surprise on the busiest travel day of the year. JetBlue customers were surprised early in the morning with a baggage claim game that rewarded them based on where their luggage landed. It was a welcome surprise right before many of these travelers celebrated the Thanksgiving holiday with their families.
Zappos Kanye West Takedown
Kanye West said Zappos sells sh*t product on Bret Easton Ellis’s Podcast. This was our response. This low-budget social post and comment from both our CEO and the company was one of the social team's highest performing posts both from an organic and later paid standpoint. The post generated 20x revenue the year it went out and remains one of the company's highest performing posts during the Thanksgiving shopping holiday.