Ahhhh Christmas… mulled wine and festive cheer come to mind, well maybe not for the avid social marketer who will be feeling the pressure from the top to ‘deliver a rip snorting Christmas social media campaign’ from around Spring time right up until Boxing Day and often beyond!
Typically hosted on Facebook, you don’t necessarily want to do anything you’ve done before AND of course it has to be bigger and better. Another challenge is that Christmas always brings with it a tidal wave of ‘social chatter’ from almost every brand active on social – how on earth do you cut through the noise and appeal to an already Christmas cheer exhausted social audience (i.e. your prospects)?
If this sounds familiar then this article is dedicated to you… you fine gentlemen and ladies of the social marketing world (agencies and brands alike).
Every year the likes of M & S, Sainsbury’s and John Lewis pull something BIG out the bag, normally an integrated campaign aligned to their central TV commercial theme and without doubt, a massive budget to boot!
But throwing the most money at a social media campaign doesn’t necessarily make you the best of course. Yes, the big boys also have the humongous communities as well, which obviously helps, but even so many of these blockbuster campaigns rarely achieve blockbuster results, certainly not to warrant the mile high costs involved we’d argue (although their agencies may argue differently).
Even before donning your creative cap, understand what it is you’re looking to achieve. Sales, engagement, community growth, a place to carry on the conversation after seeing your ad, a high 5 from your CEO, a place in history… possibly all of these, but you need to prioritise exactly what it is you want to achieve before you go any further as this will have bearing on the end campaign.
From our own experiences there are a range of ingredients you need to throw into the mix in order to create a truly great Christmas campaign on social media, starting with that all-important idea of course… but where do you start?
We tend to find that ideas that can incorporate the following work really well: inspiring gameplay, brand education, sexy brand centric graphics, clear and intelligent messaging, uniqueness and a very clear user journey, great prizes, accessibility, a strong promotional plan and a reason to return each day.
Now let’s look at each of these in turn:
Inspiring gameplay – forget your third party photo contests, sweepstakes and the like, if you want to make a real splash then you need to create interaction between the brand and user. This is what clever engagement looks like. Creating a branded environment where the user can have a degree of fun with your brand because they truly want to is where you need to pitch your idea. Simple games centred around the season where your users don’t necessarily have to think too hard about achieving a task is a recipe for success, and becomes even more so when you add a degree of competitiveness with the introduction of a leader board. We’re talking about time trials, brainteasers and pitching your community members against each other and rewarding them in the process…
Brand education – Remember, you’re not spending budget just to keep your prospects happy. Developing a campaign app that can subtly and subconsciously extend education around your products, services or brand present a unique opportunity for you. Think about it; people having fun on your page whilst subconsciously learning about your brand – gold dust!
What relevant and interesting facts can you entwine into the campaign app?
Watch out for part 2 and part 3 of this article launching in just a few days time. Loads more essential ingredients to learn about and throw into the mix.