Social Media Marketing: How a retailer increased Facebook reach 366%

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Information about Social Media Marketing: How a retailer increased Facebook reach 366%
Business & Mgmt

Published on March 19, 2014

Author: marketingsherpa



In our next MarketingSherpa webinar, you'll learn how a global sporting goods company developed a successful strategy to engage a social audience for a new product launch.

Join Courtney Eckerle, Manager of Editorial Content, MECLABS, and Evin Catlett, Digital Marketing Manager, Amer Sports Americas, for a look at a strategy that sought to increase overall social media engagement and attract more U.S.-based fans.

What resulted was a campaign that surpassed what Catlett was expecting to see.

Ask questions and tell us what you learned on Twitter! #SherpaWebinar

Social Media Marketing How a sporting goods company increased Facebook reach 366% with content contest

We’re live streaming Join us at:

Speakers Courtney Eckerle Manager of Editorial Content MECLABS @CourtneyEckerle Evin Catlett Digital Marketing Manager Amer Sports @EvinCatlett Black & White Headshot

Ask questions and tell us what you learned on Twitter! #SherpaWebinar

Related resources Content Marketing: E-commerce site moves beyond promo email, boosts opens with social media content Social Media Marketing: UNC Health Care boosts weekly reach of Facebook page 2,576% with live chats Email Marketing: Koyal Wholesale uses social media integration to boost seasonal campaign revenue 16% Social Media Marketing: How a small e-commerce site attracted 293,000 Facebook fans E-commerce: 10 case studies to help you excel in content marketing, social media and website optimization Social Media Marketing: An inside look at Neiman Marcus' Pinterest and blogger relations strategies

About Amer Sports Internationally recognized sporting goods company Offering sports equipment, apparel, footwear and accessories covering a wide range of sports: • Tennis • Badminton • Golf • American football • Soccer • Baseball • Basketball • Diving • Alpine skiing • Snowboarding • Cross-country skiing • Fitness training • Cycling • Running • Hiking

Challenges Social Media U.S. Presence Watch Functionality Instagram Account

Share your ambitions About the campaign: • Launched photo contest in June 2012 • Social media followers uploaded inspirational photos using #SuuntoAmbitions • Each week, winner received a new Suunto Ambit2 S, along with $2,500 in gear • Worked with sponsored athletes • Purchased ad space in social media

Timeline May 7 May 13 June 23 July 1 July 12 Closed Top 10 Announced WinnerInstagram Launch

Getting athletes and departments together

Demonstrating a goal

Aligning the athletes

Invitation to inspire

Instagram it • Newly launched Instagram account • Linking social media platforms to one another • Universal hashtag: #SuuntoAmbitions

Facebook campaign

Facebook campaign


Showcase engaged users

Support via social advertising Total impressions Clicks Ads targeted users based on predefined interests 104,731 875 Total impressions Clicks New “likes” from ads 7,404,794 38,112 6,384

Repurpose user-generated content Trade show booth featuring users’ Instagram photos showcasing #SuuntoAmbitions entries

Results 2,000 entries 10,000 votes 47% increase in Facebook page views Increased U.S. presence on Facebook, increasing from 19% to 30% 60%increase in PTAT (People Talking About This) 366% daily reach increase Daily impressions increased by 253%

Top takeaways 1 2 3 Play in multiple spaces Leverage content from multiple sources Support via social advertising is critical

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