Welcome to part 2 of ‘how to launch the best Christmas social media campaign. If you haven’t seen part 1 yet, click here.
Sexy brand centric graphics – FACT: A good graphic designer is worth their weight in gold and this is especially so when it comes to your social media campaigns. Poor graphics is the difference between people hanging around to get involved and disappearing quicker than a shot of vodka around Oliver Reed. Graphics need to be aligned to your brand as well as to the season of course. If you’re struggling to find a great creative then check out PeoplePerHour, but be picky and ensure the designer ‘gets’ your brand.
Clear and intelligent messaging – We’ve mentioned ‘brand education’ above but clear and intelligent messaging also falls into this category to a degree. Your messaging needs to be absolutely obvious within 5 seconds as to exactly what your visitors need to do in order for them to get involved. This also goes for the incentive to play too (i.e. what’s in it for the entrant), why should they waste 5 minutes of their precious life getting to know your brand?
Prizes – Prizes are what draw prospects to your campaign and are essential. These may be virtual prizes, coupons, exclusive content or physical prizes. We’ve tried all four of these over the years and can report that the biggest draw is, you guessed it, physical prizes. BUT, that’s not to say you can’t utilise all four of these or perhaps a selection. Prizes should absolutely align to your brand, campaign or message so choose these carefully and get clever with them, after all the prizes are typically the thing you lead your promotional messaging with, it’s far easier for a prospect to get more excited about this over your brand or game.
The second thing to mention around prizes is that the most effective winning mechanic is the ‘instant win’ rather than a ‘sweepstake’. Obviously this comes down to your developer’s capability and the technology they implement, but again, from our years of experience instant wins always outperform sweepstakes by a mile. In the consumers mind they can get the news they want sooner (i.e. a win or lose), which in turn builds a greater degree of interest and trust in their subconscious around your brand.
Uniqueness – Possibly your biggest challenge, coming up with something unique is sometimes easy, but more often than not, a challenge. Pass the parcel, the quintessential advent calendar, pull a cracker… they’ve all been done, lots. But what spin can you put on these to make them unique to you? Alternatively, what else is unique about Christmas that you can build a campaign around and that aligns beautifully with your brand). Sit with your team/agency and thrash out at least 5 ideas and then road test the concepts on at least 50 people and see what you get.
Clear user journey – Once you’ve established your concept, the graphics and the outcome, you must focus attention on the user journey. It needs to be SO simple even your granny could get through it without swearing. If it’s over complicated, expect negativity and limited dwell time. Your user journey can be as long as you need it to be, but there needs to be a clear start and end point, with every eventuality clearly thought out and addressed. More complicated games are well and good, but decision making for the player should be limited and straightforward. A good tip is to map out the user journey but establish your brand messaging all the way along, right at the start of the process, so as you’re clear as to the outcome you want to achieve.
Accessible – An obvious note here, your campaign needs to be fully responsive (i.e. mobile friendly). Again, our experience shows that more and more people are playing these games on their mobile, typically when they are on the hop. If you don’t make your app responsive expect very limited results and lots of disgruntled prospects. Typically games can either be seamlessly played via your finger on a mobile, or alternatively by a mouse on your desktop.
NOTE: your images and messaging needs to also be mobile friendly remember.
Remember to come back in a few days and check out our final Part 3.