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Smiggle builds successful online community for tweens

Smiggle has launched the 'Colour Crews Master Key', the latest campaign in its customer relationship management (CRM) program 'Colour Crews'.

The campaign was launched by The White Agency in Melbourne, and is aimed at tweens and teens – children aged 8 to 14 years old.

Colour Crews

The ‘Colour Crews’ CRM program is designed to harness the enthusiasm that tweens and teens have for the brand, turning it into a thriving online community for Smiggle fans to unleash their creativity, enter competitions and win prizes.

Entering the Facebook realm and aiming the competition at a youthful audience will assist Smiggle's aims to increase its customer database, Facebook fan base and online sales.

Finding the Master Key

The Colour Crews Master Key Facebook App is the most recent development in the program, and its launch moves the action exclusively onto the social network for the first time, where the brand has over 300,000 fans.

Participants travel through a series of challenges and riddles, set in six mythical lands representing a Smiggle Colour Crews colour, to reach the ultimate destination of finding the Master Key.

The riddles are a combination of brain teasers and cryptic questions, some of which send fans to the Smiggle website or into one of Smiggle's 145 stores around the country.

Fans are encouraged to ask for help on the Smiggle Facebook page if they are stuck for an answer, creating ongoing conversation and camaraderie throughout the competition.

Results

The competition went live on August 10 and concludes on October 14, with a new series of riddles released each week.

So far, Smiggle has gained close to 15,000 new Facebook fans and 3,000 unique entrants in addition to an increase in engagement with the brand on their Facebook page.

To view the Colour Crews Master Key Facebook app here.

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