These days, nearly all businesses require some form of digital presence. Minimally, businesses must have a Google listing for both baseline legitimacy as well as consumer access. Optimally, however, many businesses are using social media platforms very much to their advantage. Social media platforms have created tools specifically to allow business to engage with existing customers and market to potential future buyers. Depending on the organization’s offerings and target market, doing so can reap serious benefits. In the following examples, we will explore situations where companies have successfully used well-structured social media campaigns, pre and post-launch, in order to maximize reach and engage with customers.
Example #1 – Agricola Hits the Ground Running After Successful Pre-Launch Ramp-Up:
Agricola, a high-end home and garden shop in Northern Italy, wanted to ensure a likelihood of success prior to opening its doors. In an effort to do so, the owners enlisted the help of the Swiss marketing agency S’nce Group to “plant the seeds” and attract not only local customers, but also ones from afar. In order to raise brand awareness, the agency guided Agricola through launching a strategic Twitter campaign to target ads at specific locations and age groups. According to the “Success Story,” this was successful, as it resulted in 210 times more site visits on the company website. The success of this campaign is credited to the tactics of pre-created content with an organized posting schedule, active monitoring of engagement, and constant revision to the content based on results.
Example #2 – Callaway Golf Partners with LinkedIn to Combine Golf and Networking for a Marketing Frenzy
Although a common goal amongst businesses is generally to increase sales, existing businesses may have motives that differ from a fledgling business for launching social media campaigns. Callaway Golf is a long-time staple in the golf world that felt the need for a breath of fresh air in their marketing strategy. Considering the natural partnership between golf and business, they jumped at the opportunity to partner with job engine LinkedIn to create some mutually beneficial buzz. This led to the perfectly named “Hit the Links” Campaign. This campaign featured an app that allowed business professionals to network and create golfing foursomes based on their connections, creating both awareness to the Callaway brand and activity on the LinkedIn platform. According to the case study, this resulted in an impressive increase in engagement on both company’s social media accounts, over 8,000 golf groups created, and an overall positive association with social media in general. While this may not have been as easily translated to direct sales for Callaway, positive consumer sentiment towards a brand is crucial to their success. This is best summarized by Callaway’s Senior Manager for Global Communications Scott Goryl,“When such high percentages of professionals take the time to not only engage with an interactive campaign, but invite other people to take part, you know the brand is having a powerful impact. Their enthusiasm tells us they believe that with ‘Hit the Links,’ they’ve had an authentic experience with Callaway.”