OMG! – Magnesium is magnificent!

When launching with a new client at Sircle Media, we make sure to focus our efforts on developing a strong foundation for success. When a brand starts out with little to no social media presence, it’s important to be very strategic in your efforts early on. This might include promoting e-commerce, partnering with large brands for giveaways, or striking up relationships with genuine, like-minded influencers.

One thing we see, especially in the CPG space, is that many influencers love to promote products that support a healthy diet and lifestyle. If you have a great product, that solves a real need, many influencers are willing to present it to their followers because they truly believe in it. This is gold for a brand that is truly functional and provides real benefits.

Recently we launched with OMG! Nutrition, a line of on-the-go, easy to mix vegan magnesium packets that help with a multitude of health concerns, such as stress, restless sleep, heart health, digestive concerns, immunity, bone support, nighttime cramps, and even muscle relaxation. OMG! Nutrition is also NSF Verified, meaning that their claims have been vetted by a third party. This is mission-critical with this type of product.

With supplements, it was very important we reached out to those who could speak on the validity of the product. We made sure we partnered with registered dietitians who have studied the benefits and uses of magnesium. Since it also helps with workout recovery, we wanted to partner with an influencer who could show the use of the product in their everyday life.

We eventually came across the perfect fit with @happystronghealthy.rd! Jenna is a well-respected dietitian with an online coaching business. She was the ideal influencer for this collaboration because she has the authority and qualifications to speak about OMG! Nutrition. Our partnership with Jenna started with an in-feed post using their Berry Blast product.

Her results were solid! Jenna is considered a micro-influencer because she has a smaller following, but we have found that most tend to get more engagement on their posts because they are truly connected with their audience. Jenna received 43 comments and 33 website link clicks on her first post, which is impressive.

She posted a very descriptive, well thought out caption speaking to the benefits, uses, and quality of the product and because Jenna is a dietitian, many of her followers are also dietitians, nutritionists, or those looking to improve their health. As a result, many in the health field commented on the post saying they also wanted to try OMG! Nutrition which only reinforces the value of the product to outsiders looking in the comments section.

      

Jenna was a pleasure to work with not only because she was the perfect fit for this collaboration, but because she went above and beyond to promote the product. Since her audience was our ideal target market, her followers truly appreciated her sharing OMG! Nutrition and we found some solid conversations to engage with while doing our follow up community management.

This really did provide much more depth than width, which we would argue is a better play for a product like this.  We plan to sircle back and double down on this strategy.  Stay tuned…

 

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Nowadays, Giveaways are a smart way to hack exposure!

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With Q1 2020 quickly approaching, it’s essential to take inventory of your social media strategy from 2019 and adjust where necessary. Here at Sircle Media, we’re always staying on top of social media trends and making awareness, consideration, and trial the top priorities for our clients.

In 2019, giveaways were a surefire way to help increase followers and awareness among niche audiences, especially when collaborating with multiple brands.  If you strictly want eyeballs on your packaging and/or some usage cases, then side by side collaborations with likeminded brands remain a smart, and low-cost play.  The rub though with some of these collaborations is that users will often only follow the brands involved in order to receive a prize, rather than turn into a true fan of the product. This leads to a drop in followers after the giveaway has closed.

I would argue that this is ok and a byproduct of the strategy, as long as you got views on your solid content showcasing your product. BONUS: you picked a winner that is likely someone from your core target demo and you got the product into their home. If the product is good, repeat trial is likely. Also, all of the losers give your social media manager some targets to strike up a dialogue with and see if he/she can convert them with community management and/or surprise and delight tactics, such as delivery of coupons/discount codes, etc.

In 2020, take your giveaway strategy a bit deeper, by running some self underwritten promotions with larger prizes AND even include a CTA to one of your primary sales channels. To that end, recently, one of our clients, Energice, a line of vitamin-infused frozen hydration pops, held a giveaway where the prompt was to follow the Energice account for a chance to win a “40 Energice variety pack” and a $50 Dick’s Sporting Goods gift card.

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Energice is an attractive product for professional athletes and active individuals in general. Their pops have an isotonic formula of electrolytes, B vitamins, and potassium for peak performance. Energice is sold through their website, Amazon, and at Dick’s Sporting Goods.

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The Dick’s Sporting Goods $50 gift card was the ideal add on prize for this giveaway, considering it is:

1. The retailer at which the product is sold, and we created awareness around the partnership.

2. A relationship we really want to protect and grow.

2. Where Energice’s core target audience loves to shop and gives them a prize they can cash in on, above and beyond our client’s product.

All of the above made the giveaway extremely attractive to the exact target audience they wanted to speak with.

Rather than boosting this giveaway through The Facebook Ads Manager which we traditionally use, we boosted it through the Instagram App which has the button “View Profile”, making it even easier for Instagram users to find the Energice page. It also helps pad vanity metrics a bit, in the feed which helps incentivize others to join in.

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The results of this giveaway were favorable for the brand. First off, Energice received 400 new followers (not my most important KPI, but one the brand cares about nonetheless), and we only targeted new eyeballs, which means these are new prospects for the brand.  While they clearly didn’t follow the full instructions (the first ask was to LIKE the post and only 95 people did) it still earned a nice amount of impressions and significant comments. It also was a great advertisement for our shelf space at Dick’s and is a solid show of partnership for their salespeople to share with the buyer.

In 2020 it is important to get a little more creative with these exposure hacks, especially as Facebook and Instagram Ads will start to increase in price as the Presidential election draws near. Id recommend everybody consider, multi-brand, dual-brand, self-run, influencer supported and some retailer focused collaborations in the first quarter. Get out there and make it happen!

 

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