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4-Days-at-TBD-presentation

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Jimmy Larkin

The document describes a campaign by The Beer Department to increase followers on Instagram. They held a contest where followers could win a cruiser bike by reposting an image with a hashtag. With help from influencers, the contest got 731 new followers in a week, bringing their total to over 2,200. Most of the new followers were from the target region. The campaign cost only $195.70, much less than an estimated paid campaign on Facebook and Twitter would have been. It proved that social amplification of a brand is more effective than an expensive prize.

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4 days THEBEERDEPARTMENT  HOW TO REACH & INFLUENCE MILLENNIALS ON SOCIAL MEDIA WITH A BIKE...WITH CUP HOLDERS. Millennial Case Study “ ”
1. IDENTIFIED a client’s need to drive adoption of a new social media handle. 2. INVITED the Instagram community to participate in a creative contest that allowed them to potentially win a new red, white and blue beach cruiser. 3. LEARNED that mass social amplification of your brand is greater than a really cool bike with 4 cup holders. THESCOOP +
@thebeerdepartment invited their followers to repost this image. Each repost also had to use the hashtag #thebeerdepartment. In addition to @thebeerdepartment posting on their own, Adjective & Co. reached out to a few key Instagram influencerstoalsopostandhelpsparkthefuse. THESCOOP THE CONTEST
In Only Days… Across Instagram 731 NEWFOLLOWERSwhich makes for a total of 2,249 followers in only 7 weeks on @thebeerdepartment Instagram. of bike images with #thebeerdepartment. 432 SUBMISSIONS COMMENTS on the contest announcement posts. 89 64,621 UNIQUE IMPRESSIONS served peer-to-peer from #thebeerdepartment. 92,317 TOTAL FOLLOWERS of those participating in the contest. THERESULTS That’s about 182 new followers a day. 4
THERESULTS Across the Nation Organic Geo-targeting were from the targeted location of Northeast Florida. 88.24%OFALLNEWFOLLOWERS
average Cost per IMPRESSIONS(CPL) = $.40 CPL = $25,848.40 Average new FOLLOWERcost = $3.00 average cost of ENGAGEMENT (LIKE) = $1.35 $7,082.10 industry cost PER ENGAGEMENT x $3.64 = $4,378.92 average cost to REACH 1,000 people = $0.19 $12,277.99 THEMATH 70% of Instagrammers check their Instagram daily. That equals 64,621 unique impressions served peer-to-peer. 731 new followers = $2,193.00
Total estimated Facebook and Twitter paid media cost would have been: Actual Total Cost for a beach cruiser with four cup holders: #$23,739.01 $0.00# Instagram paid media cost for this event was: $195.70# © 2014 Adjective & Co. All rights reserved.

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4-Days-at-TBD-presentation

  • 1. 4 days THEBEERDEPARTMENT  HOW TO REACH & INFLUENCE MILLENNIALS ON SOCIAL MEDIA WITH A BIKE...WITH CUP HOLDERS. Millennial Case Study “ ”
  • 2. 1. IDENTIFIED a client’s need to drive adoption of a new social media handle. 2. INVITED the Instagram community to participate in a creative contest that allowed them to potentially win a new red, white and blue beach cruiser. 3. LEARNED that mass social amplification of your brand is greater than a really cool bike with 4 cup holders. THESCOOP +
  • 3. @thebeerdepartment invited their followers to repost this image. Each repost also had to use the hashtag #thebeerdepartment. In addition to @thebeerdepartment posting on their own, Adjective & Co. reached out to a few key Instagram influencerstoalsopostandhelpsparkthefuse. THESCOOP THE CONTEST
  • 4. In Only Days… Across Instagram 731 NEWFOLLOWERSwhich makes for a total of 2,249 followers in only 7 weeks on @thebeerdepartment Instagram. of bike images with #thebeerdepartment. 432 SUBMISSIONS COMMENTS on the contest announcement posts. 89 64,621 UNIQUE IMPRESSIONS served peer-to-peer from #thebeerdepartment. 92,317 TOTAL FOLLOWERS of those participating in the contest. THERESULTS That’s about 182 new followers a day. 4
  • 5. THERESULTS Across the Nation Organic Geo-targeting were from the targeted location of Northeast Florida. 88.24%OFALLNEWFOLLOWERS
  • 6. average Cost per IMPRESSIONS(CPL) = $.40 CPL = $25,848.40 Average new FOLLOWERcost = $3.00 average cost of ENGAGEMENT (LIKE) = $1.35 $7,082.10 industry cost PER ENGAGEMENT x $3.64 = $4,378.92 average cost to REACH 1,000 people = $0.19 $12,277.99 THEMATH 70% of Instagrammers check their Instagram daily. That equals 64,621 unique impressions served peer-to-peer. 731 new followers = $2,193.00
  • 7. Total estimated Facebook and Twitter paid media cost would have been: Actual Total Cost for a beach cruiser with four cup holders: #$23,739.01 $0.00# Instagram paid media cost for this event was: $195.70# © 2014 Adjective & Co. All rights reserved.