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As a retailer, you’re still thinking about the next campaign, particularly during this time of year, to help increase your sales and audience reach. Campaigns created by users are a perfect campaign to be introduced during the holiday season, with many retail firms finding tremendous results on their own.
This week, Retail Dive revealed that for their holiday ads this season, Target and Macy’s are now in full preparation and implementation mode, using platforms such as the latest targeting section of Facebook called “holiday shopping season” that “reaches users engaged with holiday planning and retail-related activity.” The campaigns are also run via Instagram, extending the scope of brands. Retail Dive notes that under the ‘seasonal and activities’ area, the latest targeting segment’ will be found in the ‘behaviours’ section and will be available from Thanksgiving to New Year’s Day[for both Facebook and Instagram].’
What makes the campaigns of these organisations so popular is that they share the same central focus: reach clients across multiple social channels and inspire them, with an incentive that is personal to them, to be an advocate of your brand. From a philanthropic viewpoint, the reward can be an achievement such as a travel, free gift, credit to your company, or the reward can be satisfied.
ENCOURAGE CUSTOMERS TO BE A PHILANTHROPIST
A few years back, Estee Lauder initiated a breast cancer awareness initiative that has been wildly successful in raising funds for a cure each year. The business uses the hashtag #BCAstrength to inspire those who suffer with the disease, defeat the disease, or help a current fight with a loved one. The aim is to build a group of clients of Estee Lauder who have become a strong, compassionate social presence for those battling breast cancer.
The positive outcomes produced by the clients of the company:
-the old as well as the modern
– have added to the brand a new, humanising aspect and, most notably, have helped to increase awareness about seeking a cure for this horrible disease.
INSPIRE CUSTOMERS TO REACH A GOAL
Victoria’s Secret is famous for its lovely “angels,” supermodels that have become their brand’s face. The company has catapulted promotions from the following that its angels alone have garnered, the “Train Like An Angel” campaign becoming one of the most successful. The promotion is continuing, but right before the company’s massive annual Victoria’s Secret Fashion Show, it is gathering considerable traction.
The company has an activewear range that it markets during the promotion and includes footage of fitness workouts with the angels on its website. Victoria’s Secret also takes advantage of the internet influence of angels, inspiring fans on Facebook, Instagram, Email, and Pinterest to set their own workout targets and use the hashtag #TrainLikeAnAngel to post their social success. Even the brand picks champions, thanking them for taking part in the campaign.
MAKE IT ABOUT YOUR CUSTOMERS
Campaigns created by users are about spreading the brand through the masses, but to do so, you need advocates and loyal customers. Get the advertising about the target demographic. A Greek yoghurt brand, Chobani, wanted to raise revenue and turned to their existing customer base to do so. Via several various social and grassroots channels, Chobani reached out to clients to share videos and photos about why they enjoy Chobani yoghurt for its “Love Story” campaign. The campaign was so successful that, from 2009 to 2010, the organisation saw a 225.9 percent rise in sales, crediting the campaign as the basis for growth.
Engaged clients are the basis for catapulting a popular campaign created by users; always make sure you target them at a personal level that will inspire them to spread your post. In May, Snapchat announced that it has 100 million users, and 65% upload images of them – the audience is out there! Using what’s in front of you by creating a strategy that would make people want to share online with millions of others.
What are some of your favourite campaigns that are user-generated? On LinkedIn, let us know!
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