After running for 6 weeks, our massively successful Makeup Vs Skincare campaign for Sudocrem’s Skin Care Cream has finished. Here’s a little insight into how to drive maximum return from your micro campaigns such as this.
With a strong prize up for grabs (an iPad mini), lots of direct market relevance and a very simple call to action (critical for generating good volumes of Likes) we set up a ‘Tug Of War’ contest using a premium third party application and encouraged entrants to select their preference – ‘makeup or skincare’, and leave a comment if they so wished. The entire process took the entrant an average of under 1 minute, hence the fantastic level of entry gained. We generated over 4,000 new likes in 6 weeks from what in essence was an incredibly small campaign. Perhaps more importantly, we reached almost 100,000 of the entrants’ Faceboook peers thanks to viral transfer, meaning a massively cost effective way of driving brand awareness.
Whilst some may find it relatively easy to dream up campaigns that engage with their key audiences across social, the true skill comes in the form of the promotional strategy. Having set up and run over 100 social media focussed campaigns for all manner of brands, our extensive experience in this sector tells us that if you fail to plan this stage, you really won’t be maximising returns.
A promotional strategy is arguably the most important document and should definitely incorporate some, if not all of the following:
- Marketing assets (promo movie, images, press release etc)
- An extensive target list – map the bloggesphere as well as social media influencers on the main social networks. Make sure they are 100% relevant though otherwise things could backfire for you. Have an ideas as to who are the biggest influencers and therefore who to share the campaign exclusively with early on. Identify what will be your contact strategy and stick to the plan
- Community collaborations. Understanding who your market’s largest independent communities are and contact them to see whether they would be interested in supporting the campaign in return for being a headline sponsor or providing product for a competition prize etc.
- Incentivising coverage? Have you a product that you can send to influencers in return for coverage? We all like a freebie and if you can tie in with a product review, even better right!
- What promotional spots are already available to you. List out all the digital spaces you already have access to. Website, Facebook page, Twitter, blog etc. Prepare banners and promotional bursts throughout your campaign
- Track coverage early on. Watching how and where conversations happen is vitally important to understand whether the message is getting transferred virally or perhaps where some adjustments need to be made. Use Facebook insights, Google Alerts, Tweet Deck as well as paid tools such as Radian6 for best results.
- Embrace SEO. Do you understand and appreciate the SEO opportunity you have when you set up and run a campaign? If not, then you really must. From link building with ‘relevant, traffic heavy’ sites through to strategic placement of keywords, you simply can’t afford to overlook this.
When thinking about a social media campaign, it may sound obvious, but what is absolutely critical is understanding the market and their social media habits and make this your campaign grounding, building the campaign out from there.
Need some help? Drop us a line… we’re a friendly bunch.