In class and in our readings we have discussed the social media strategies of companies we’ve interned at or are customers of. I thought it would be interesting to bring my experience to the table of interning at Jebbit, a company that actually aids other companies in their social strategy as part of our value proposition!
One of the places we have seen marked success is maximizing social for sports teams as well as retail. To illustrate how Jebbit can be used to improve social and overall marketing results, I’ll talk about Warrior, a New Balance brand, who has crafted a successful social strategy with Jebbit and took it to the next level by leveraging social influencers.
First, an overview…
Jebbit’s post-click marketing platform powers 1000s of unique audience engagement experiences used by leading brands around the world.
For the past two and half years I’ve been interning at Jebbit, a Boston startup with BCVC (Boston College Venture Competition) beginnings. Those who have vaguely heard of Jebbit often associate it with college students earning money by watching ads and answering questions. However, this is far from the current business model and alien from my experience as digital marketing manager there. I came on board in early 2013 right when we pivoted– Jebbit is a platform for brands (not consumers, or college students, though we seek to help brands resonate with these consumers).
Jebbit is a digital marketing platform associated with what we have coined as “post-click engagement.” This means maximizing ad spend and increasing engagement after a customer clicks on an ad, from whatever channel they come across it (email, social, search, etc.). Instead of being directed to a generic, stale landing page or the website’s homepage, consumers are immersed in an interactive experience (enabled by Jebbit technology). Questions (product awareness, education, opinion, etc.) are overlaid onto the brand’s website (whatever pages or videos they wish). The consumer answers these questions (often times the answer can be found in the underlaid page) in exchange for some reward (i.e. discount, reward, unlock a resource). At the end of the experience, they divulge their email address in exchange for the reward or redemption code.
The principle is that this allows a conversation between brand and consumer and is based on a value-based exchange. For a little trite illustration, aren’t you more willing to give your phone number to someone you’ve talked a while and has bought you a drink to rather than someone that just asks for it point-blank? Our technology has shown to decrease bounce rate, increase conversion, and gain valuable data that can be re-funneled into future marketing efforts. It also gives brands more power over and information about the customer journey.
We have identified 6 primary marketing goals Jebbit can be used to accomplish:
- Brand Awareness
- Social Engagement
- Consumer Profiling
- eCommerce Sales
- Lead Generation
- User Acquisition
Without further delay, Warrior, Jebbit, and Social Influencers…
The objective of the campaign was to activate loyal followers, encourage organic distribution of the experience, and ultimately measure success in terms of completions and sales.
In crafting the campaign, Warrior took a look at their loyal audience and identified 25 of the most relevant social influencers, built an engaging, shareable Jebbit experience, and distributed unique URL’s for each influencer to share with their networks. Three specific factors took this campaign to the next level:
1. In crafting the campaign, they focused on aligning the Jebbit experience with their goals without compromising the share-ability of the campaign
2. Warrior created accountability for the influencers by empowering each with a unique URL (each of which helped track influencer engagement driven)
3. Warrior created a competition amongst influencers, creating a reason to consistently communicate with the community.
Campaign Results: The campaign was a success and resulted in a 48% click-to-hook rate (click & answer first question), 37% click-to-completion rate (click and complete full campaign), and a 34% click-toclaim rate (click, complete, and claim reward). This is particularly successful in light of the fact that the industry average is 2% conversion.
Sales Results: Ultimately 10% of people who completed the campaign actually bought the shoes.
Try out a preview of the campaign for yourself here.
Some key points to consider when crafting a social campaign is to balance 1) the type of questions and reward with what is most useful to the brand in terms of potential insights with 2) personality, fun, and value to the consumer. Identifying influential people in your audience who are very loyal and outspoken about the brand and incentivizing them can increase your reach, the potency of the message, and enhance your relationship with the influencers themselves.
Honing in on the potency of the message, in the current digital environment and especially among Millennial consumers, user generated data, reviews, and recommendations are trusted and sought far more than brand concocted and dispersed media. Warrior was able to increase the return on their social campaign by partnering and rewarding these people. It is important, however, to have these influencers align with your brand values and be loyal and authentic consumers. Incentivizing random influencers with no direct link to the brand can insincere/inauthentic and have unwanted implications. Jebbit has created high-performing social campaigns with various sports teams as well– sports teams tend to have groups of dedicated fans who are prime candidates for social influencers.
“Word of mouth marketing is still very much relevant in today’s marketing world, even in the digital space. Warrior’s success is just one example of how brands can leverage their fans’ digital presence to drive significant engagement with their audience and thereby exceed their internal marketing goals.”
– Michael Marcus, Head of Accounts and Strategy at Jebbit
To access a full case study on Warrior and Jebbit: [Case Study] New Balance Activates Loyal Fans and Achieves 2.3x Conversion to Purchase