social media marketing: how a retailer increased facebook reach 366%

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

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Speakers

Courtney Eckerle Manager of Editorial Content

MECLABS

@CourtneyEckerle

Evin Catlett Digital Marketing Manager

Amer Sports

@EvinCatlett

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Ask questions and tell us what you learned on Twitter!

#SherpaWebinar

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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 ambitionsAbout 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

Twitter

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 #SuuntoAmbitionsentries

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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