5 tips to run a successful brand activation
A challenge we often face is how to increase a client’s social media fans exponentially, and turn them into real fans that purchase the products, eat at the restaurant or book their dream holiday. We set out to do this in our latest campaign for BREVA fine malt beverage, and learnt a couple of valuable lessons along the way.
About the #BREVAhunt campaign:
Our team created a scavenger hunt style campaign to encourage BREVA’s social media fans to follow clues to various ‘secret’ locations around Cape Town and sample the product. Entrants were asked to take a photo of themselves at each of the locations and post these photos on social media, using the hashtag #BREVAhunt.
The campaign ran from 26 February - 25 March, with activation spots at The Castle of Good Hope, City Sightseeing bus stop, Two Oceans Aquarium, Planetarium and Bo-Kaap museum. The purpose of the campaign was to generate positive brand exposure and increase the fan base, with the end goal of turning these fans into customers.
1. Understand your audience – take the time to properly understand your social media audience and purchasing audience, and the difference between the two. For example, BREVA has a very engaged audience on social media, however this audience is not necessarily the same audience that enter the store and purchase a BREVA. Through creating this campaign, we were able to turn some of the social media fans into real fans and reach a new audience that otherwise would’ve never been exposed to the brand.
2. Keep it simple – most people are reluctant to leave their couch or computers, so competitions need to be easy to enter and simple to understand. For example, the BREVA audience engage with every online competition but are more reluctant to enter physical competitions that require effort. The fewer steps involved the better.
*Tip – for social media competitions it’s best to have less than two steps to enter as this will increase the number of entries.
3. Build partnerships for more brand exposure – for this campaign, we contacted a number of tourist spots around Cape Town that sponsored generous prizes and allowed us to use their space. This enabled us and the BREVA team to reach a new audience that could sample the product on the ground. Brands needs to find a balance between an online and physical interaction with their audience, as this will increase brand exposure and drive sales. Another benefit of partnering with these brands is that they found out about the product and shared BREVA’s content on their social media platforms. Through this BREVA was able to reach a wider audience.
4. Create a mechanism to track social media entries – a difficulty with social media campaigns is being able to track who has entered your competition. Creating a hashtag for a campaign is an easy way to track entries on Instagram and Twitter, however Facebook can prove slightly more difficult with some profiles being set on private Comments on Facebook posts are an easier way to track all entries on a competition. Woobox is another method to track entries on social media competitions, with an online form entrants will be able to fill in.
*Tip – there are a number of online platforms that can be used to track hashtags – tagboard is a useful tool for this.
5. Ensure the main prize is enticing - for this competition we gave out the ultimate Cape Town experience’ worth over R1 500. Larger prizes with an estimated rand value are more attractive than standard hampers and will likely lead to more entries, especially as Facebook is flooded with competitions.
All-in-all the campaign was an incredibly exciting and insightful, and we look forward to implementing similar ideas for other clients, incorporating all the tips and lessons we’ve learnt along the way.
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