One year ago around Halloween, The Guardian Life Insurance Company of America® posted a cute video on Facebook about Halloween costumes that increased their social content engagement by a staggering 655 percent.
By employing a powerful digital strategy shaped by insights based on social conversations, they were able to identify the right audience for their brand (DIY Parents), the right content for that audience (Halloween costumes), and exactly the right time for them to consume it.
Guardian Head of Corporate Digital & Social Mari Pagliughi sat down for a fireside chat with Networked Insights CEO Dan Neely at the Argyle Digital Marketing Forum in NYC last year to help explain why the campaign was such a success.
Halloween is fast approaching, so we thought we’d share some of what we learned about how Guardian drove spooktacular results with this campaign.
The Challenge: Connecting With the Right Audience
Guardian began this campaign in an attempt to grow their social community and increase their audience engagement.
“We wanted to get closer to the needs, wants and desires of the working American, and really bring to bear what’s in the hearts and minds of our consumers and align that with our content,” said Pagliughi.
They had been successfully creating valuable content, but they wanted to garner more engagement on their video content.
Knowing they wanted to go outside the traditional insurance content strategy, they used Networked Insights technology to help optimize their content campaigns, to better understand what their audiences were talking about beyond just products and brands.
The Solution: Insights Based on Social Conversations
Using Networked Insights powerful audience analytics engine Kairos, they found out that parents love DIY crafts involving their kids, and that Halloween not only elicits the year-long-dormant-creative spark in youthful party-goers, but in moms of young children, too.
After understanding the audience (parents), and the type of content (DIY crafts), the final key element they needed to know was when exactly they should post the video to provide the best opportunity for engagement.
Analyzing conversation trends, they identified that a lot of the do-it-yourself type content was happening around Halloween.
Digging deeper, they were able to pinpoint the exact day that conversations peaked for DIY crafts with parents and children, which was Oct. 3. With just a few weeks shy of the holiday, parents have enough time to create unique and adorable costumes, like the gumball machine shown in the video below.
The Results: BubbleGum Baby FTW
When they posted the short video, complete with the items needed for the costume, how to make it, and the full outfit worn by a baby, the post surpassed usual engagement numbers compared to previous posts Guardian had shared.
“We found there was a real need to be relevant and engaging in real-time and be responsive to what consumers are thinking about,” said Pagliughi.
Within the first three days, the video garnered 40,000 views. This post got more than 1,000 engagements, 655 percent higher than their previous video post. In total, the post was shared hundreds of times, which validates how engaging the content was. Additionally, it’s rare for people on social media to be polite and kind to each other, and on this post, almost all of the comments were positive.
“We were super excited to see that there was actual real engagement going on,” said Pagliughi. “We had digital eyeballs we never would have had.”
If you want to hear the fireside chat with Networked Insights CEO Dan Neely and Guardian Head of Digital Communications Mari Pagliughi, click below:
Take a look at the video and share your thoughts with us using #NIGumball. To learn more about Networked Insights and how to leverage a similar process to increase engagement, head to www.networkedinsights.com.