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As a digital marketer you've undoubtedly scratched your head once or twice and asked the question does social media actually drive revenue? We know your CFO can't take 'likes' and 'shares' to the bank... so how do you determine if influencers are driving sales? What data or value can you get beyond their fleeting promotional posts? How do I differentiate from other brands using influencer marketing? Here's one recent case study.
GOAL:
Create an 'always on' strategy that would convert the social followings of key influencers into a contextualized database. Segment the acquired audience by key psychographic insights and inform remarketing channels to deliver hyper-relevant content. Through this process we hoped to increase paid digital effectiveness while reducing costs by delivering the right message to the right audience.
ACQUISITION STRATEGY:
Each influencer was given a unique link to a sweepstakes form and asked to promote it for 8 days. Instagram and Facebook were the primary channels used. There was zero paid support.
Consumer were offer a chance to win a new Bowtech bow if they answered several questions and entered to win. Key questions answered by each entrant:
When they planned to make their next bow purchase
If they planned to buy online, in a dealership or other channel
Which brand they planned to purchase
CONSUMER EXPERIENCE:
Consumers could enter the sweeps directly within the Instagram app by swiping up from Stories. In Facebook they were offered a direct link to a mobile-first experience.
Immediately upon entry each registrant was sent a personalized confirmation email with a unique offer to test drive the new bow at their local dealership. Requiring postal code upon entry allowed Bowtech to assign each lead to their closest dealership.
SWEEPS INSIGHTS:
Through an 8 day, zero cost influencer campaign Bowtech added 32k people and over 120k data points to their database. That information informs one of the most effective direct to consumer sales campaigns the archery industry has ever seen. It also clearly identified which influencers had real value to their bottom line by measuring data instead of 'likes' and shares'.
NEXT STEPS:
Audience Sherpa segmented acquired audiences according to which brand they currently owned and which they planned to purchase. Those custom audiences were loaded to Google Audiences to drive remarketing ads with laser focused creative. Using dynamic creative that mentioned each consumer's preferred brand allowed us to drive tens of thousands of consumers to one of three custom videos that de-positioned those brands and elevated awareness of Bowtech's newest product. Eroding confidence in the consumers' current product is helping drive interest for test drives at dealers nationwide.
Adding branded emails with incentives and suggestions to test drive the new bows continues today. Those 32k entrants from this sweepstakes event will be tapped for additional email, paid and other marketing campaigns in the future based on their psychographic answers. More than a 'like' or 'share' on a social post, they were a great investment that will provide revenue over time.
EXAMPLE OF CONTEXTUALIZED CUSTOM AUDIENCES VS TRADITIONAL TARGETING
SEE THE CONSUMER EXPERIENCE FIRSTHAND
