Replay available - MarketingSherpaIn this webinar replay, Courtney Eckerle, Manager of Editorial...
Transcript of Replay available - MarketingSherpaIn this webinar replay, Courtney Eckerle, Manager of Editorial...
![Page 1: Replay available - MarketingSherpaIn this webinar replay, Courtney Eckerle, Manager of Editorial Content, MECLABS, and Evin Catlett, Digital Marketing Manager, Amer Sports, discuss](https://reader036.fdocuments.in/reader036/viewer/2022070918/5fb807f38f7a803f0844d411/html5/thumbnails/1.jpg)
In this webinar replay, Courtney Eckerle, Manager of Editorial Content,
MECLABS, and Evin Catlett, Digital Marketing Manager, Amer Sports, discuss the social media marketing
strategy that resulted in a 366% increase in Facebook reach.
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Replay available
![Page 2: Replay available - MarketingSherpaIn this webinar replay, Courtney Eckerle, Manager of Editorial Content, MECLABS, and Evin Catlett, Digital Marketing Manager, Amer Sports, discuss](https://reader036.fdocuments.in/reader036/viewer/2022070918/5fb807f38f7a803f0844d411/html5/thumbnails/2.jpg)
Social Media Marketing How a sporting goods company increased Facebook reach 366% with content contest
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Speakers
Courtney Eckerle Manager of Editorial Content
MECLABS
@CourtneyEckerle
Evin Catlett Digital Marketing Manager
Amer Sports
@EvinCatlett
Black & White Headshot
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Ask questions and tell us what you learned on Twitter! #SherpaWebinar
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Related resources
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About Amer Sports
Internationally recognized sporting goods company
Offering sports equipment, apparel, footwear and accessories covering a wide range of sports: • Tennis • Badminton • Golf • American football • Soccer • Baseball • Basketball • Diving
• Alpine skiing • Snowboarding • Cross-country skiing • Fitness training • Cycling • Running • Hiking
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Challenges
Social Media
U.S. Presence
Watch Functionality
Instagram Account
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Share your ambitions About the campaign:
• Launched photo contest in June 2012
• Social media followers uploaded inspirational
photos using #SuuntoAmbitions
• Each week, winner received a new Suunto
Ambit2 S, along with $2,500 in gear
• Worked with sponsored athletes
• Purchased ad space in social media
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Timeline
May 7
May 13
June 23
July 1
July 12
Closed
Top 10 Announced
Winner Instagram Launch
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Getting athletes and departments together
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Demonstrating a goal
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Aligning the athletes
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Invitation to inspire
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Instagram it
• Newly launched Instagram account
• Linking social media platforms to one another
• Universal hashtag: #SuuntoAmbitions
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Facebook campaign
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Facebook campaign
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Showcase engaged users
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Support via social advertising
Total impressions
Clicks
Ads targeted users based on predefined interests
104,731
875
Total impressions
Clicks
New “likes” from ads
7,404,794
38,112
6,384
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Repurpose user-generated content
Trade show booth featuring users’ Instagram photos showcasing #SuuntoAmbitions entries
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Results 2,000 entries
10,000 votes
47% increase in Facebook
page views
Increased U.S. presence on Facebook,
increasing from
19% to 30%
60% increase
in PTAT (People Talking About This)
366% daily reach
increase
Daily impressions increased by
253%
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Top takeaways
1
2
3
Play in multiple spaces
Leverage content from multiple sources
Support via social advertising is critical
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