social media marketing: how a retailer increased facebook reach 366%
DESCRIPTION
In our next MarketingSherpa webinar, you'll learn how a global sporting goods company developed a successful strategy to engage a social audience for a new product launch. Join Courtney Eckerle, Manager of Editorial Content, MECLABS, and Evin Catlett, Digital Marketing Manager, Amer Sports Americas, for a look at a strategy that sought to increase overall social media engagement and attract more U.S.-based fans. What resulted was a campaign that surpassed what Catlett was expecting to see.TRANSCRIPT
Ask questions and tell us what you learned on Twitter!
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Social Media MarketingHow a sporting goods company increased Facebook reach 366% with content contest
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Speakers
Courtney Eckerle Manager of Editorial Content
MECLABS
@CourtneyEckerle
Evin Catlett Digital Marketing Manager
Amer Sports
@EvinCatlett
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Ask questions and tell us what you learned on Twitter!
#SherpaWebinar
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About Amer Sports
Internationally recognized sporting goods company
Offering sports equipment, apparel, footwear and accessories covering a wide range of sports:
• Tennis• Badminton• Golf• American football• Soccer• Baseball• Basketball• Diving
• Alpine skiing• Snowboarding• Cross-country skiing• Fitness training• Cycling• Running• Hiking
Challenges
Social Media
U.S. Presence
Watch Functionality
Instagram Account
Share your ambitionsAbout the campaign:
• Launched photo contest in June 2012
• Social media followers uploaded inspirational
photos using #SuuntoAmbitions
• Each week, winner received a new Suunto
Ambit2 S, along with $2,500 in gear
• Worked with sponsored athletes
• Purchased ad space in social media
Timeline
May 7
May 13
June 23
July 1
July 12
Closed
Top 10 Announced
WinnerInstagram Launch
Getting athletes and departments together
Demonstrating a goal
Aligning the athletes
Invitation to inspire
Instagram it
• Newly launched Instagram account
• Linking social media platforms to one another
• Universal hashtag: #SuuntoAmbitions
Facebook campaign
Facebook campaign
Showcase engaged users
Support via social advertising
Total impressions
Clicks
Ads targeted users based on predefined interests
104,731
875
Total impressions
Clicks
New “likes” from ads
7,404,794
38,112
6,384
Repurpose user-generated content
Trade show booth featuring users’ Instagram photos showcasing #SuuntoAmbitionsentries
Results 2,000 entries
10,000 votes
47% increase in Facebook
page views
Increased U.S. presence on Facebook,
increasing from
19% to 30%
60% increase
in PTAT (People Talking About This)
366% daily reach
increase
Daily impressions increased by
253%
Top takeaways
1
2
3
Play in multiple spaces
Leverage content from multiple sources
Support via social advertising is critical
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