Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 3: Campaign Challenges for Community Excitement
CHALLENGE CAMPAIGNS
Following our discussion on ways to drive mid-funnel conversation, we learned how building community interest, excitement, and integrity are essential in getting audiences to know, like, and trust you, respectively. One proven approach for getting audiences to like you at this stage is to engage them in contests or other competitive exercises known as challenge campaigns. These fun engagement events have been widely used by Pinterest, Meta, and Snapchat for nearly fifteen years decade. But its popularity accelerated when (1) TikTok rolled out their branded hashtag challenges as a way to harness the creative energy of the TikTok community, and (2) Meta introduced their Metacompetitions. When viewed in the context of a buyer journey, this group project will help us examine how challenge campaigns can be highly instrumental in accomplishing the following objectives: • Collecting email addresses • Attracting TikTok, Meta, Snapchat, or Pinterest followers
• Creating brand buzz • Collecting user-generated content • Increasing traffic to your website • Stimulating mid-funnel conversations The intent of this group project is to familiarize you with the elements of a campaign challenge leading to the aforementioned objectives.
E xpert Micro- Influencer Judgesand Promoters E
C ontest-Oriented Challenge Description C
L ink to Trending
N uanced Follow-On Campaigns N
G iveaway Relevance to Brand and Multi-Winners G
H ashtag Contest Title H
A udience Personas A
L evel of Difficulty L
E ntertainment Approach E
Topics L
| 188
Made with FlippingBook interactive PDF creator