Warrior, a New Balance brand that sells sports equipment and apparel, launched a long-term campaign to promote awareness and drive sales for its new shoe line, the Warrior Coxswain. The evolution of the campaign highlights the power of social influencers when partnered with the shareable, interactive, and value-based Jebbit experience.
The campaign’s objective was to activate loyal followers and encourage organic distribution of the experience, while ultimately measuring success in terms of completions and sales.
In crafting the campaign, Warrior identified 25 of the most loyal, relevant social influencers, built an engaging, shareable Jebbit experience, and distributed unique URLs for each influencer to share with their networks. As seen above, influencers shared the creative and the link, encouraging their followers to engage.
The questions focused on product preferences and use-cases (such as which color they are most likely to buy) and once customers answered them, they entered their email to claim a $10 reward code.
Three specific factors took this campaign to the next level:
- In crafting the campaign, Warrior focused on aligning the Jebbit experience with their goals without compromising the share-ability of the campaign.
- Warrior created accountability for the influencers by empowering each with a unique URL (each of which helped track influencer engagement driven).
- Warrior created a competition among their influencers, creating a reason to consistently communicate with the community.
The campaign was a success and resulted overall with:
- 48% click-to-hook rate (click and answer first question);
- 37% click-to-completion rate (click and complete full campaign); and a
- 34% click-to-claim rate (click, complete, and claim reward).
This is particularly successful, given that the industry average is a 2% conversion rate.
Further Efforts: The data collected was not only useful for social media marketers at Warrior, but also could be leveraged cross-functionally by several other teams. For instance, the data on personal product preferences were directly usable for product development while email capture was funneled into database marketing.
Additionally, the data collected on individual consumers (from their answers to questions and implied in their tracked behavior) could be used for future remarketing efforts.
Some key points to consider when crafting a social campaign is to balance
- the type of questions and reward with what is most useful to the brand in terms of potential insights [brand objectives] with
- brand personality, element of fun, and concrete value to the consumer [customer experience].
Identifying influential people in your audience who are very loyal and outspoken about the brand and incentivizing them can increase your reach, the potency of the message, and enhance your relationship with the influencers themselves, who will feel more invested in the brand.
“Word of mouth marketing is still very much relevant in today’s marketing world, even in the digital space. Warrior’s success is just one example of how brands can leverage their fans’ digital presence to drive significant engagement with their audience and thereby exceed their internal marketing goals.”
– Michael Marcus, Head of Accounts and Strategy at Jebbit
Honing in on the potency of the message, in the current digital environment and especially among Millennial consumers, user-generated data, reviews, and recommendations are trusted and sought far more than brand developed and dispersed media. Warrior was able to increase the return on their social campaign by partnering with user voices, thereby reaching and resonating with their networks.
It is important, however, to carefully select your influencers and ensure that they align with your brand values. Incentivizing just any influencer, with only a tenuous link to the brand, can result in inauthenticity and have unwanted implications. Additionally, the networks they reach out to might not be your target audience.
Jebbit has created high-performing social campaigns with various sports teams. One of the reasons social in particular is effective is because of the loyalty and authenticity of sports fans. Fan groups are more likely to engage with a team or brand they are passionate about and are prime candidates for social influencers. It is up to the brand to create an interactive, exciting experience that satisfies fan expectations as well as identifying and rewarding the right influential fans to be brand ambassadors.
To access the case study on Warrior and Jebbit: [Case Study] New Balance Activates Loyal Fans and Achieves 2.3x Conversion to Purchase