For my first larger-scale content pitch, I proposed a 3-week online contest - quite the jump from our usual weekend-long campaigns. Despite some initial scepticism from the internal team, I was confident in my research-backed strategy and determined to put it to the test.
My objective was to boost our client's social following. Drawing inspiration from the upcoming International Emoji Day and leveraging leftover prize vouchers, I crafted a multi-week guessing game. This approach was designed to resonate with our target audience of older millennials, offering a simple but familiar format.
I structured each round to spotlight different mall tenants. Round 1 focused on F&B tenants to ease participants in. Round 2 was blockbuster-themed to capitalise on the general popularity of movies. Finally, Round 3 strategically promoted lesser-known tenants, to add value by increasing brand visibility.
To maximize engagement, I introduced a consistent posting schedule for peak traffic days and added winner announcements, a tactic our agency had yet to explore. This decision was based on data from a high-performing past giveaway. We framed the graphics with a photo of a hand holding a phone at the mall itself for a creative but relevant flair.
The results exceeded expectations, validating the effectiveness of long-form content strategy and demonstrating tangible growth in our client's social media presence.
Results:
ENGAGEMENT
- Round 1: 200% increase in engagement with a modest reach boost.
- Round 2: Engagement doubled compared to our top-performing content, with a record-breaking 134 Facebook shares (previous max was 8).
- Round 3: Facebook reach tripled, with overall engagement doubling. Instagram reach matched the increase seen in Round 1.
FOLLOWER GROWTH
- Instagram: 9% increase in followers.
- Facebook: 8% increase in followers.
Achieved with limited resources, this campaign's success validated my data-driven approach and algorithmic strategies. It proved that well-researched, strategically designed content could outperform previous contests with higher value propositions, setting a new benchmark for our social media campaigns and follower growth initiatives.
Guess The Emoji Round 1: https://www.instagram.com/p/C9UVJmMI1E6/
Guess The Emoji Round 2: https://www.instagram.com/p/C9mE1QKsyBh/
Guess The Emoji Round 3: https://www.instagram.com/p/C94YTUJu-4O/