Summer of Security Sweepstakes
Challenge
How do you raise awareness of an ammunition product line using platforms heavily regulated against gun-related products? We navigated the rules and restrictions of several platforms, and launched the Summer of Security Sweepstakes, featuring SnapSafe® and Hornady® products. At a time when Facebook was under fire, fewer people were using it, and its future was uncertain, we focused on growing a more stable and controlled platform: email subscriptions. The energetic month-long campaign collected more than 36,000 entries, promoted products, and gave away some pretty cool gear in the process.
Solution
Our Role: Logo Design Social Marketing Display Remarketing Email Marketing Maximizing Engagement The customer base for SnapSafe® and Hornady® is worldwide and primarily driven by a common interest in recreational shooting. Digital marketing was the best choice for this campaign because we could build targeted audiences based on interests and online interactions with the brands. This allowed us to reach an audience across the country that was most likely to act upon the offer. Social Marketing We navigated the advertising restrictions on ammo for Facebook and Instagram, which can be difficult for gun-related brands. Through organic reach, specific audience targeting and matching engaged brand followers with non-engaged social users, we were able to leverage Facebook and Instagram users to generate entries. Traffic from social platforms increased by more than 10 times from the month prior. Display Remarketing By setting up goals on the sweepstakes landing page, we were able to run ads specific to people who visited the page but did not enter the promotion. Again, we navigated advertising restrictions (and made some optimizations along the way) but were able to run ads on both social platforms, as well as through the Google Ad Network. An additional 1,700+ sessions were driven to the website through remarketing efforts. Email Marketing Strategically timed emails were sent three times throughout the month. By segmenting to different lists, we achieved a click rate of 58.2% across all emails - well above the average click rate of 2.18% for the manufacturing industry.
Results
+470 Facebook followers +13K email subscriptions + 70% time spent on related product pages
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