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


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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.

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

  1. 1. Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  2. 2. Social Media Marketing How a sporting goods company increased Facebook reach 366% with content contest
  3. 3. We’re live streaming Join us at:
  4. 4. Speakers Courtney Eckerle Manager of Editorial Content MECLABS @CourtneyEckerle Evin Catlett Digital Marketing Manager Amer Sports @EvinCatlett Black & White Headshot
  5. 5. Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  6. 6. 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
  7. 7. 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
  8. 8. Challenges Social Media U.S. Presence Watch Functionality Instagram Account
  9. 9. 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
  10. 10. Timeline May 7 May 13 June 23 July 1 July 12 Closed Top 10 Announced WinnerInstagram Launch
  11. 11. Getting athletes and departments together
  12. 12. Demonstrating a goal
  13. 13. Aligning the athletes
  14. 14. Invitation to inspire
  15. 15. Instagram it • Newly launched Instagram account • Linking social media platforms to one another • Universal hashtag: #SuuntoAmbitions
  16. 16. Facebook campaign
  17. 17. Facebook campaign
  18. 18. Twitter
  19. 19. Showcase engaged users
  20. 20. 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
  21. 21. Repurpose user-generated content Trade show booth featuring users’ Instagram photos showcasing #SuuntoAmbitions entries
  22. 22. 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%
  23. 23. Top takeaways 1 2 3 Play in multiple spaces Leverage content from multiple sources Support via social advertising is critical
  24. 24. If you joined us on our live stream, please take the survey below and let us know your thoughts!