How to maximize engagement by using a Mother’s Day Quiz

In the context of Mother’s Day in Argentina, the agency Brote AD launched a Social Media Marketing campaign for the prepaid health care company Prevención Salud. Through a quiz app the participants could fit their moms into the proposed prototypes of mothers. After doing that, they took part in a raffle to win a notebook. The main objectives, which were generating social media brand presence, increasing engagement, and setting up databases, were fulfilled with exceeding expectations. In the following paragraphs you can read about how we managed the social media contest with one of the highest participation rates on Prevención Salud records. By mixing a fun dynamic and a thought-out, effective communication strategy we got more than 5 000 leads.

The Campaign Objectives for Mother’s Day

Choosing the new Prevención Salud slogan (“The prepaid medicine that fits you”) as the central axis, Brote created a social media marketing action focusing on Mother’s day. The campaign had several clearly-established objectives:

• Generating Prevención Salud brand presence in social media: 477.722 people saw our ads and 3 554 users started following their social media (Facebook, Instagram and Youtube) and got interested in the brand.

• Increasing the Fan Page engagement: 21 265 social media actions (likes, clicks, comments) were received. By adding up also the number of interactions, new followers and the number of content visualization, it is clear that the execution was really successful, exceeding the client’s expectations.

• Increasing the user database: 5 352 users signed in the contest. Thus, it became the social media contest with one of the highest participation rates on Prevención Salud records.

The Action´s Dynamic

On September 28th we launched a contest in which users had to  vote for the mom (8 options in total) that fitted them the best. This was done by using a quiz app that allows for the creation of questions with images, videos, buttons and a variety of answers. The result conveyed a more attractive and modern design to the quiz.

The chosen mom types (doctor, psychologist, detective, friends, baby-sitter, money-lender, lawyer and chef) had a brief description below each photograph, and they all appealed to humor. It should be noted that users could choose more than one option to participate in the contest:

To fulfil the established objectives, this action was launched together with a multi-channel communication strategy using the campaign´s visuals. They were fun and appealing to our target audience. It was promoted by using Facebook and Instagram paid media.

In addition, promoted and organic Instagram stories were published using different tools (Emoji Slider and quizzes) to boost participation. Moreover, by using a verified account, we could add the link to the Instagram Stories that led to the app. Lastly, highlights were posted on the account making reference to the contest, and included the app´s link along with a brief profile description.

Likewise, with the aim of increasing participation, a newsletter was sent to every user in the database that had participated in previous social media marketing actions, and the Facebook cover was changed. Also, their CTA managed the app while it was online.

Source: Easypromosapp.com