The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 4th Annual Shorty Awards

Leanne Gault

Winner in Social Commerce

Entered in Social Media Manager


With limited resources, Leanne has, in little over one year, built Viking’s fan base from 4000 to, today, 500,000. Our fan base "talking about" Viking is over 5% (higher than many more prominent social brands like Coca-Cola). In our competitive set, we have 3 times as many followers as our closest competitor (and none of these brands have achieved anywhere near our level of "talking about"). As well, she has grown our Twitter followers from 700 in March 2010 to 17000 today. Using Booz Allen’s new metric for measuring true brand value on Facebook – Likes Per Million $ of Revenue (LPM) – Viking would rank beyond only two brands (Burberry and Forever Young) and ahead of such monoliths as Starbucks, Levi’s, Coca-Cola, Yahoo and Ralph Lauren. Situation : Use Facebook fan base to accelerate 3 rd -4 th QTR 2011 national sales promotion. Response/Solution : “ We Love our Facebook Friends $150 Rebate". Create a tab on Facebook page to present an offer exclusive to Facebook fans. Go to link for an example of one execution:!/Viking?sk=app_207329412667431 . Results : 1. Sign-Ups: 1,420 2. Rebates Mailed: 1,046 submitted a copy of their receipt and received the $150 gift card 3. Rebate Cost @ $150 per card: $156,900.00 4. Average Sales Transaction (manufacturer $’s)– $4000 5. Sales Generated: $4,184,000 6. Conversion of sign-up to mailed rebates = 74% 7. Expense to sales ratio: less than 4%


Entrant Company / Organization Name

Viking Range Corporation