Brief
In an effort to boost engagement and create buzz around Centrepoint, Hashtag launched a unique competition that quickly went viral. One of the competition’s mechanics simply asked our audience to comment snowflakes on a specific post for a chance to win. This simple yet effective idea led to overwhelming participation and set a trend that spilled over into all our content.
Thinking
Objective:
- Increase engagement on our social media platforms.
- Create a fun, interactive, and memorable experience for our audience.
- Leverage the competition to boost overall brand visibility and interaction.
Strategy: To achieve our objectives, we focused on creating a straightforward and engaging competition. The concept was designed to be easy to participate in, requiring minimal effort from users while fostering a sense of community and excitement. We chose the snowflake emoji due to its visual appeal and seasonal relevance, which aligned perfectly with our winter-themed campaign.
Execution
Concept Development:
- We brainstormed various competition ideas and settled on the snowflake emoji due to its simplicity and visual impact as well as relevance to the overall campaign
- The competition was designed to be inclusive and straightforward, requiring participants to comment with a snowflake emoji to enter.
Campaign Launch:
- The competition was launched with a captivating post across all our social media platforms, including Instagram, Facebook & X.
- The post included clear instructions, emphasizing the ease of participation and the exciting prize for the winner.
Engagement Tactics:
- We used eye-catching visuals and creative captions to draw attention to the competition post.
- Engaging responses to participants’ comments were made to keep the conversation lively and encourage more participation.
Impact
Results:
- The competition post received an unprecedented number of comments, with hundreds of users participating by commenting snowflakes.
- Engagement metrics, including likes, shares, and comments, saw a significant increase across all platforms.
- The snowflake emoji trend became so popular that users began commenting snowflakes on unrelated content, demonstrating the competition’s viral success.
Brand Visibility:
- The increased engagement led to higher visibility for our brand, attracting new followers and potential customers.
Key Takeaways:
- Simple and interactive competitions can drive significant engagement and brand visibility.
- Leveraging seasonal themes and visually appealing elements can enhance the effectiveness of social media campaigns.
- Consistent engagement and integration of trending motifs can sustain momentum and prolong the viral impact.
By capitalizing on the viral nature of the snowflake competition, our agency not only achieved its objectives but also set a benchmark for future campaigns. This case study exemplifies the power of creativity and simplicity in social media marketing.
