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#LEGFIELOVE (LYCRA® & GATTA)

Case study of Lycra® global brand competition which Polish edition had been run for Gatta. Summary of more than one month of competition related activities, development of communication strategy including promotion and all the other benefits of Gatta Facebook profile.

See how synergy of multiple advertising channels and unconventional communication helped Poland win the advantage in number of applications and range of the action over other European countries.

#LegfieLove in Poland

LegfieLove

Grand contest Lycra® Gatta under the wings of Traffic Trends

#LegfieLove was created to celebrate LYCRA® brand on Facebook.

​​It took place simultaneously in five different countries - Germany, UK, France and Spain, as well as in Poland where the partner was Gatta and the contractor - Traffic Trends.

Prizes: one week trip for 2 to Australia, a weekend trip to Ibiza and a year's supply of Gatta products.

The contest was to share a photo of legs with key brand values: freedom of movement, comfort and being fit.

How did Poland fare in comparison with other countries #LegfieLove?

What had we done to make #LegfieLove such a great success in Poland?

WE'D PROMOTED ACTIONS THROUGH FACEBOOK ADS

1 000 000

In words: one million. That many users saw ad contest during its duration. Different types of ads (incl. posts, videos) directed at groups that vary in location, age, interests or used apps and social networks made it possible.

PROMOTION AT GOOGLE NETWORK

6 500 000

In words: six and half million. This is the range received by ads in Google Display Network (GDN). GDN ads were used to redirect part of the traffic to Gatta blog which entry was the contest's landing page. Ads placement were carefully selected to properly fit the contest character i.a. Fotka (Polish social network), YouTube, Kozaczek (Polish social network).

THE CONTEST WAS COMMUNICATED BY A SEPARATE POLL OF POSTS

Information
Instruction
Inspiration
... lots of humor

The idea was to promote action, give instructions to potential participants, stimulate their creativity and introduce entertaining atmosphere on the profile. Everything was done to increase the involvement and the number of contest entries as well as not to interfere Gatta promotion strategy run in this period.

CONTINUOUS REMINDERS ABOUT THE CONTEST

Extremely attractive and recognizable brand in the role of contest organizer is not enough to gain organic and wide range. Every few days fans of target group were reminded throgh various post forms to share their legfie.

CONTINUOUS EXPLANATION OF THE RULES

The pool of posts appearing during the action was to remind and indicate simplicity of sharing and participating the contest. It was done regularly with certain image and text content examples.

INSPIRING CREATIVITY OF THE INTERESTED

Fans may know about the contest and have no contradictions to share and to participate but if they have the belief that their work has no chance of victory, it's highly probable they wont give a try. We'd consistently suggested ideas for intriguing submission and in this regard bloggers were supportive.

BLOGOSFERA WAS ENGAGED IN PROMOTION

Fashion bloggers were engaged through ReachBlogger. The aim was to inform about the contest and present an example how to enter the contest. A new audience had been reached by relating to fashion and women lifestyle, thus a new ambassadors had been involved to instruct and inspire more users into action.

INTRODUCING MORE FUN TO THE FAN PAGE

Humorous content is a great resource to find yet unreachable coverage or commitment. The key however, is to round them up in brand style to turn all the awaken excitement of fans in further actions rather than a single like.

MAINTAINING HIGH RATE OF RESPONSIVENESS

98%...of all user queries are answered whereby we deal with substantial and immediate responsiveness. Missing 2% are duplicated questions - asked by the same user in message and in a comment related to it.

NEW SOCIAL MEDIA CHANNELS WERE USED

#LegfieLove made an unique occasion to start Gatta communication on Instagram. The first stage is to promote certain actions but now, thanks to the developed database it is possible to run regular brand communication. Instagram posts are concentrated on lifestyle, inspiration and humor aimed at younger audience than the Facebook content.

NEW SOCIAL MEDIA CHANNELS WERE USED

Mainly dominated by users aged between 13-24 years old. Such defined recipient made it possible to achieve any objective and rejuvenate Gatta brand. Daily Story has got similar features as Facebook posts however, the content was shared via typical Snapchat entries.

Is the success of #LegfieLove a result of numerous contest entries?

+45% of engagement growth (ER) on Gatta fan page
+10000 likes on Gatta fan page

Previously presented numbers are the summary of our performed activities Contests are a great opportunity to introduce digital marketing abilities which allows to go further and more accurately.

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