BIRDSEYE VIEW OF COLLABORATION BETWEEN HOME BRANDS HIGHLIGHTS HOME TRENDS & NEW PRODUCTS
Advertising budgets are flat or down but the need for content is growing for home & shelter brands. Consumers are getting their information from digital resources, and the content cycle is 24/7 across multiple platforms (Facebook, Twitter, Pinterest, Instagram, Houzz, corporate website, blog, etc) What is a brand manager to do? Find a way to do more with less while keeping quality high.
Studiobstyle saw a way to help brands generate more content quicker while saving them money in the process. We believe strongly in the co-op approach – bring like-minded, non-competitive brands together to tackle a project, divide the costs, and leverage each brand’s networks to gain more eyeballs, new customers and hopefully generate sales.
Birdseyestyle is the result of our team’s desire to feed the content beast some rich eye candy. 8 trend boards capturing a wide array of colors, textures, and new products for kitchen and bath from brands like Wilsonart, Moen, The Tile Shop, Karndean DesignFlooring and Mid Continent Cabinetry.
Photographed from on high, each board featured a different brand product that linked back to the appropriate brand product pages and came alive in a short social animated Gif.
Supported by 30 days of social posts featuring trackable URLS that linked back to brands’ points of conversion, we aimed to drive traffic and inspire engagement. Amplified by a paid Google Ad Words effort, each partner (including Studiobstyle ourselves) was also invited to cross promote the others using approved hashtags. Studiobstyle authored several blog posts that brands could post on their own blogs, corporate sites or cascade across their social platforms.
All told, each brand received 8 original images, 8 Gifs, several blogs, 30 days of social content and a paid digital campaign for a fifth of what it would have cost each to participate as a solo brand.
The campaign was successful in achieving its original goals of driving traffic and engagement for fully participating brands.
During the five-week duration of the campaign, 3,240 users drove 3,470 total visits from social postings to partner product pages.
- Twitter out-performed all channels with promoted posts driving an additional 207,345-viewed impression and 5,278 engagements.
- Re-tweeted, tagged, and “shared” posts from partner websites contributed to overall traffic patterns to conversion pages.
- Boosting promotional social media posts showed pronounced spikes in traffic to conversion pages.
Organic engagement from the Studiobstyle properties reached 1,023 people roughly for each post.
- Promoting top performing posts drover additional views to 436,127 highly targeted audiences.
- Posts were displayed by a sub-segment of 148,477 users.
- Post engagements (views, comments, likes, shares) reached 60,265 users.
- A sub-segment of 884 users actually visited partner product pages.