Meijer Easter 2016 - Social Media Marketing Campaign

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    22-Jan-2017

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<p>ELECTRONICS THANKSGIVING GIVEAWAY</p> <p>Campaign Recap</p> <p>SummaryTrue 360 campaignIncluded digital and traditional advertising tactics as well as PR support, in-store and community activations.More than 434k impressions and over 8,800 engagements per day.Generated significant lift in engagement rate, likes, comments, and shares.</p> <p>Over 16,000 votes castThe race was so close that In-store &amp; Helen Devos Childrens Hospital votes determined winner.</p> <p>Over 5.3 million impressions during the 20 day campaign</p> <p>2</p> <p>Performance - Twitter</p> <p>*Increases based off Jan.31 March 7 averages</p> <p> 50%</p> <p> 426%</p> <p> 342%</p> <p> 390</p> <p> 841</p> <p> 2,300</p> <p>2.07%</p> <p> 32%</p> <p>3</p> <p>Performance - Facebook</p> <p>ENGAGEMENT RATE</p> <p> 1.31%</p> <p> LIKES</p> <p> 33,424</p> <p> COMMENTS</p> <p> 104</p> <p> SHARES</p> <p> 178</p> <p> On average, we earned 1,966 likes per day On average, we earned 104 comments per day On average, we earned 178 shares per day 88%</p> <p> 43%</p> <p> -39%</p> <p> 22%</p> <p> *Increases based off Jan.31 March 7 averages</p> <p>Comments down but makes sense in Facebook.Didnt have strong call-to-actionsCampaign was built around Twitter Used Facebook to help amplify. </p> <p>4</p> <p>Overall Performance - ImpressionsIn total, over 5.3 million impressions were earned in the 20 day campaign</p> <p>Campaign accounted for 13% of total impressions earned YTD(Facebook &amp; Twitter)</p> <p>35% of total impressions earned YTD(Twitter Only)</p> <p> 8% of total impressions earned YTD(Facebook Only)</p> <p>Percentages do not include impressions from ads.5</p> <p>Overall Performance - EngagementsIn total, over 177k engagements were earned in the 20 day campaign</p> <p>Campaign accounted for 18% of total engagements earned YTD(Facebook &amp; Twitter)</p> <p>19% of total engagements earned YTD(Twitter Only)</p> <p> 18% of total engagements earned YTD(Facebook Only)</p> <p>Percentages do not include engagements from ads.</p> <p>6</p> <p>ACTIVATIONS</p> <p>DIGITAL, IN-STORE &amp; COMMUNITY</p> <p>FacebookCover Photo</p> <p>Ballot Tracker</p> <p>TwitterCover Photo</p> <p>Temporary Profile Pic</p> <p>YouTubeCover Photo</p> <p>Instagram</p> <p>Meijer Homepage</p> <p>Radio Ads</p> <p>3/20 Message</p> <p>3/13 Message</p> <p>Fox 17 Morning News</p> <p>14</p> <p>Meijer Special Edition Email</p> <p>Media and PR SupportNebush Humor BlogYahoo! FinanceEPR Retail NewsFox 6 Wake-Up News - Milwaukee, WIFox 17 News - Grand Rapids, MI</p> <p>Meijer Campus Voting - Support</p> <p>Meijer Campus VotingIn order to engage team members further in the campaign we held on campus voting in two of our Corporate Offices on March 17. </p> <p>The result of this portion of the election:PEEPS Chick - 94Chocolate Bunny - 298</p> <p>In-Store VotingWe wanted to bring the excitement of the campaign out of the digital realm and right to the customers in stores. We collaborated with the Promotions &amp; Partnership team and IN Marketing, our in store demo partner, to add the voting to our Taste of Easter event on March 19th &amp; 20th.</p> <p>Customers could vote for the PEEPS Chick or Chocolate Bunny while also making a fun craft. IN Marketing was able to update their plans to help brand the event for the election. </p> <p>The result of this portion of the election:PEEPS Chick - 520Chocolate Bunny - 817</p> <p>In-Store Voting - Support</p> <p>Tactic Support:Floor Stand Sign In-Store Radio3/13 OLA - 189706I Voted Stickers &amp; Pins</p> <p>Helen DeVos Childrens Hospital VotingWe brought the voting to team members and customers but we also wanted to bring it into the local community. We worked with Helen DeVos Childrens Hospital to create a special voting event for the patients. </p> <p>Children and their families were invited to vote and were provided an array of kid friendly snacks, Purple Cow Ice cream and a gift bag full of fun goodies. </p> <p>The result of this portion of the election:PEEPS Chick - 15Chocolate Bunny - 37 </p> <p>And the Winner is</p> <p>ENGAGEMENT</p> <p>Top Posts18 total Facebook posts46 total TweetsOverall sentiment was positive, with very few negative comments received on the campaign</p> <p>Community Comments</p> <p>Brand Support</p> <p>XMJR6075000_Easter 3.13_30Harvest Creative ServicesMeijer, track 1201630096.0XMJR6076000_Easter 3.20_30Harvest Creative ServicesMeijer, track 1201630120.0MER 6095000 Peep vs Bunny, track 1201622334.736</p>