Anatomy of a Social Media Campaign

Sugar Rays wanted to amp up their social media activity by increasing the number of customers interacting with their brand.

We realised  a quick fix was to up their Twitter followers, which we increased from around 200 to 2,000 in  a couple of days. This was just the start though, we realised we needed actual interaction between the brand and it’s customers (and potential customers), this was key.

Taking an audit of all their social media activity we went to Facebook and began writing content, linking this to Twitter and we also built then a store within Facebook which allowed Facebook users to buy without having to leave Facebook (pretty cool).

We then looked at further ways to encourage interaction and decided to run some competitions based around big upcoming fights. The prize would be actual physical goods from the store. The first campaign was built around the David hayes vs Wladimir Klitschko fight.

We established a competition page on the Sugar Rays Facebook presence and developed an HTML custom coded page here so that once someone had “liked” Sugar Rays they then could enter the competition. This was one by choosing the winner and then submitting their details (which were recorded to a mailing database).

The campaign was promoted by email newsletters, Facebook and Twitter and design was a key component of the entire campaign.

The results – 173% new “likes”, 51% increase in post views, post feedback increases by 62% and monthly active user increase of 90%. Number of pages Visited to the store from Facebook created an increase over the previous month of 22%, average time spent on the site increased by 25% and the bounce rate decreased by 22%.

The current campaign running is for the North Vs South match and this one has even more custom coding enabling the entrants to not only choose the winner but also select the round and whether or not the match is won on points.

This is just the start of our work with social media and Sugar Rays. We’re currently in the midst of a re-design of their store site following user feedback from a survey we ran and basing it around social media integration, we’re developing developing new brands, re-designing their blog, building more clever competitions and continually monitoring everything via our extensive social media monitoring tools.

So taking stock of everything we did for Sugar Rays, heres a breakdown of the weapon list from our arsenal :

• Twitter Follower increases
• Facebook Store
• Facebook competition with custom integrated automated personalised email response
• Regular wall posting to Facebook
• Foursquare check-in mayor rewards and account setup
• Email campaigns
• Custom banner design
• Print ads in boxing publications

We’re also looking closely at Google+ and whether this will be right for the brand. In the meantime make sure you follow, friend and all those other good things the Sugar Rays brand and don’t forget to enter the competition. You might get lucky.