Knauf: Summer of Sport Campaign
When were asked to come up with a summer campaign to increase engagement on Knauf's newly established Facebook page, we couldn't wait to try out some video content.
Knauf wanted to connect to its core audience of contractors which is why we opted to line it up with the three major sporting events of the summer; Euros, Wimbledon and The Olympics. Entitled the Knauf Summer of Sports, we produced 6 videos that showed off the best of Knauf's product range and introduced the competition element of the campaign.
With a light hearted and easy to follow script, we were able to deliver a strong and clear brand message whilst being both educational and informative. With the addition of a newly designed character, we were able to maintain a consistent and strong brand message throughout the summer and ensure that people knew this was an ongoing campaign.
The videos were then released at specific times during the campaign with a call to action for viewers to win a prize. In this case it was to 'Like, Comment and Share' the video. With a host of prizes to give away, including FitBit's, 40" televisions and special edition Knauf balls, we had hundreds of entries within days.
To ensure we were reaching as wide and diverse an audience as possible, each of the videos was targeted at a specific audience. The groups were defined based on the product that was being featured and the age, job, interests of the person.
The goals of the campaign were based on the fact the Facebook page was a newly established channel and the campaign would become the focal point of the page for the three months it was running; most importantly, they were all completely measurable.
The immediate viewer and engagement results were impressive, with over 100,000 views and over 3,000 competition entries by the end of the campaign.
Just as importantly, the high level of engagement with the boosted posts has a knock-on effect on organic posts, so the organic reach of our posts rose from an average of 50 to 800 as the number of page likes has now risen to 2,088 (from 215 at the start of the campaign).
Overall, we are very happy with the results of the campaign and consider it to be a resounding success. With the growing importance placed on video content in the online world, it is fast becoming the primary method for brands to get their message/product in front of the right people.