We decided to combine social media engagement with an innovative marketing scheme that gives fans of the brands an opportunity to be feature on the brand’s Instagram, Facebook, and website through a random lottery. Those who successfully complete the survey will be entered into a random chance to actually win one of the outfits they said they liked. They can then take a photo of themselves in it and send it back, and this photo will eventually be posted on Facebook/Instagram/etc and used as part of the marketing strategy of this new brand.
Delivery of Survey
The survey would be publicized via:
(1) Social media platforms such as Facebook and Instagram
(2) Targeted ads when online shoppers make a purchase
Sample Facebook & Instagram texts would look like this:
We expect this to be attractive not only because of the “reward” of fame and being featured, but the overall nature of phrasing it as an opportunity for fans to be involved with the brand.
Engagement Design
Our engagement strategy for a women’s fashion survey is a material and experiential sweepstakes. After completing the survey, users are entered into a lottery from which a single winner is drawn. This winner will receive one of the items she has selected as desirable in the survey upon the condition that she returns a photo of herself wearing the item. Next, user photos will be incorporated into the fashion company’s campaign through its retail website and social media campaign once it launches its next fashion line.
Sample Size
Since we will primarily be using social media channels, the sample size will be determined using the (estimated) 5M following base. This is determined from the current followings of major brands and downsized a bit (Ralph Lauren has 8.5M likes on Facebook, Zara has 25M, Chanel has 18.5M, etc).
From this 5,000,000 following base, we’d expect a 0.3% click-through-rate of successful completion, which is a little higher than normal but probably likely because of the prize and the user-centric nature of the request. This means ~15,000 fans, giving us a sample size of 1394.
Why would we be successful?
Our strategy shares many similar advantages to raffle-based engagement campaigns for surveys. First, the reward increases users’ motivation to complete the survey due to the “norm of reciprocity” [1], and second, the use of social media helps spread interest outside of a geographic bubble. However, our strategy also incorporates three distinct advantages. First, the use of clothing rather than gift cards as a reward helps align the survey with the “core action” of online shopping: picking clothes to wear rather than giving a fashion opinion. Second, the use of an experience as the other half of the reward is a cost-efficient way to generate attention, as seen with the Red Bull “Can You Make It” campaign. [2] In particular, users provide content and photos for future engagements which can be cost effectively added to a website. Finally, as a whole the reward builds brand loyalty through personalization. Because users know they might possibly receive an item from the survey, they are more motivated to give honest, quality responses. Moreover, users will feel a sense of ownership over the next fashion line as they might see the reward as compensation rather than a favor [1]. Finally, the promotion of the winner will generate increased brand loyalty from their network due to a new personal connection with the fashion company.
[1] https://www.nbrii.com/customer-survey-white-papers/survey-incentives-response-rates-and-data-quality/
[2] http://www.prnewswire.com/news-releases/how-far-will-red-bull-cans-take-university-students-across-europe-300202377.html
