Stop, Collaborate & Listen!

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Over the years we have managed countless examples of successful collaborations between like-minded brands. They are proven winners with regards to improved awareness, increased followers/reach/email captures and they just really add to and augment overall metrics for a brand’s social strategy.

One of the most common ways for brands to collaborate is through a giveaway. The most common formula we like to deploy is to have two or more brands give a prize to a random winner who follows all brands included, leaves a comment on the giveaway post, and tags a friend in the comments. This alone immediately increases followers, engagement, and reach.

Sometimes we will loop in an additional brand that might be outside of the vertical but still appeal to a similar consumer. Just this week, one of our clients, Simply Tera’s, a line of organic and deliciously flavored whey and plant-based protein powder, teamed up with well-known healthy CPG brand Carrington Farms, as well as the outdoor equipment brand Yeti, for an epic giveaway.

The giveaway offered a prize of Simply’s Tera’s Chocolate Organic Whey Protein, Carrington Farms’ Coconut Oil Go Packs, and a Yeti insulated mug to create the perfect cup of joe for #NationalCoffeeDay, a popular social media-based “holiday.”  These types of days add extra juice to collaborations because the hashtag is trending and there is already a conversation around it. Add in a nice piece of creative and a solid prize and you have a winning formula.

Tera’s was acquired by Carrington Farms, back in March of 2018 and became a Sircle client soon after. As a way to grow each brand’s following and pair the two together in the minds of consumers, they began partnering in a series of collabs in June of this year.

Not only was it important to cross-pollinate a bit, but it was just as important to appeal to new audiences too. To help with this, we decided to loop in a 3rd brand in each giveaway to guarantee even more reach and engagement among new eyeballs.

The first giveaway launched in June with a Keto theme, which included a prize of Tera’s Simply Whey Vanilla Protein, Carrington Farms MCT Liquid Coconut Oil, and a sampler pack of the delicious Keto Bars.

The giveaway received an uptick in 100+ followers with extremely high engagement on all brands’ posts.

Their next collaboration launched in July and featured the popular blender brand, Ninja. The collaboration included a smoothie bowl recipe using Tera’s and Carrington’s products, and a blender included as an extra incentive! This giveaway was posted on July 10th and ran until the end of the month, creating a longer-runway for entries. When giveaways run for a longer period of time, there’s even more opportunity to advertise the giveaway through Stories, paid social, email and WOM, which affords users more time and entry points, to follow all brands, engage and enter! Running this longer giveaway created an influx of 200 new followers throughout the month.

Our team has mastered the art of a successful giveaway and to do so you need to double down on the tried and true, while also always be willing to experiment with the new. When collaborating, it’s important to think outside the box and create giveaways you believe your audience will love. Try to pair with like-minded brands, create assets that are compelling (VERY IMPORTANT) and make sure you’re promoting your giveaways via as many tactics as you can to improve your results.

If any brand wants to collaborate, we are all ears!

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Win of The Week: Brand collaboration gold…

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Social media is all about leveraging content, engagement and growth tactics effectively. Brand collaborations are an excellent way to attack all three and are very easy to execute. They offer you access to new eyeballs, easy ways to “stage your product” and new conversations with potential would be customers along the way. We are all in!

Here at Sircle Media, we are big buyers of underpriced attention for our clients. Brands are all trying to figure out how to maximize their own social media efforts and are usually very interested in collaborating this way. We regularly seek out partners who have a nice aesthetic, are clearly open to working with other brands and who have a highly engaged audience.  As an agency, companies are even more interested in working with us, as we can be an entree to working with multiple brands and not just a one off transaction. We use this to our client’s advantage of course, to help land more relationships and control the conversation along the way.

Some brands make the mistake of only looking to others who have larger audiences than their own. In every collaboration there is always one who will be bigger and one smaller, and we think they all have value. We care more about the image, the target and the experience. If a brand has a smaller, but highly engaged audience of core customers we want to be in front of, then we are buyers for sure!

These have proven to be a surefire way to grow an Instagram following, to land nice looking content to round out your own feed and to create direct communication opportunities with customers. With content, you get to use the imagery (including secondary shots of the products side by side) in your messaging, which alleviates some of your organic content creation pressure.

When it comes to engagement and growth, we recommend some gaming to help stir the pot. Above, we had an Instagram contest, that required both a follow AND the tagging of friends to enter.  We received 451 likes, 300 new followers and 142 comments, each of which included the tagging of 2 IG users. Afterwards, we engage with those accounts and strike up conversations on a one-to-one level, that can help our client Modern Oats establish a dialogue that would not have existed before.

In the end of the day, these collaborations provide a very powerful punch and should be a core component to any social media strategy.

 

 

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