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Harnessing Social Media Engagement: The Holly Campaign Case Study

Updated: Feb 3

Social media platforms are essential tools for customer engagement and building a strong community around your brand. This was certainly the case in the Christmas campaign of Holly the Christmas Octopus.

Social media's role in Holly’s journey

Social media played an important part in Holly's journey, serving as the primary channel for sharing her captivating story, updating followers on her adventures, and facilitating real-time interaction with our audience.

We strategically used Instagram and Facebook to connect with our audience. Instagram offered a visual chronicle of Holly's journey, and Facebook fostered community discussions.

Riddles to increase engagement

Online riddle campaigns, particularly those using carousel posts, can significantly increase social media engagement for several reasons.

  1. Interactive Content: Riddles are a form of interactive content that encourages users to think and engage with the post. They are fun, challenging, and stimulate curiosity, which can lead to higher engagement rates as users are more likely to comment, share, or like the post.

  2. Increased Time Spent: Carousel posts, which allow you to share multiple images or videos in a single post, encourage users to spend more time on your content. As they swipe through to solve the riddle, this increased interaction signals to social media algorithms that your content is engaging, which can boost its visibility on users' feeds.

  3. Shareability: Riddles, especially those that are clever or challenging, have high shareability. Users may share them with their friends or followers to challenge them, increasing the reach of your posts.

  4. Community Building: Riddles can foster a sense of community among your followers. As users share their answers and discuss the riddle in the comments, they're not just engaging with your brand, but also with each other. This can build a stronger connection between your audience and your brand.

  5. Brand Awareness: Carousel riddle campaigns can help increase brand awareness. As users engage with and share your content, it reaches a wider audience. This not only drives traffic to your profile, but it also introduces your brand to potential new followers or customers.

Impact of social media engagement on Holly's campaign

The impact of our focused social media engagement was significant. Posts about Holly's journey sparked conversations, shares, and a wave of user-generated content featuring Holly. We experienced an increase in followers, higher engagement rates, and greater overall visibility for our campaign.

Importantly, social media became a space where we could build a community around Holly. Followers eagerly awaited updates, shared their own experiences of following Holly's journey, and engaged with our brand on a personal level.

Tips to boost social media engagement from Holly's campaign

Increasing social media engagement relies on understanding your audience and delivering content that resonates with them. Being consistent in posting, actively engaging with followers, and encouraging user-generated content are also key. Here are some tips from Holly's successful campaign:

  1. Understand your audience: Tailor your content to what your audience enjoys. This will help create posts that spark engagement.

  2. Consistency is key: Maintain a regular posting schedule to keep your audience engaged and ensure your campaign stays fresh in their minds.

  3. Engage actively: Respond to comments, ask questions, and show appreciation for your followers. This helps build a sense of community and boosts engagement.

  4. Promote user-generated content: Encouraging user-generated content is a great way to engage your followers and create authentic content for your social media channels.

Key Takeaways

Social media can powerfully amplify your campaign's visibility and engagement. By understanding your audience, maintaining consistency, actively engaging with your followers, and encouraging user-generated content, you can harness social media to build a vibrant online community around your campaign.

Interested to learn more?

Check out our Christmas sponsorship playbook here.


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