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Amidst the ever-shifting landscape of social media, Plunket faced a unique challenge: a substantial following on Facebook was accompanied by diminished engagement, while Instagram, though teeming with interactions, had a significantly lower follower base.
Recognising the need to capitalise on Instagram's engagement potential, Reason crafted the "12 Days of Christmas" campaign. The primary goals of the campaign were to increase followers and engagement among the target audience of young parents on Instagram.
The “12 Days of Christmas” was an organic channel takeover that leveraged channel-specific creative and cross-channel connectivity. We invited users to like our Instagram posts and follow the Plunket Instagram account. This entered them in the draw to win a new prize every day of the first 12 days of December.
Our target demographic, young parents, is a group constantly evolving and adapting to their new roles. This transitional phase in their lives makes them value authenticity, and navigate through the challenges and wonders of parenthood. In order to attract new young parents and convert them into followers, we designed the "12 Days of Christmas"campaign to echo these intrinsic needs and values. Recognising their quest for genuine content, we kept our visuals and messaging authentic, and consistent with Plunket's long standing reputation for reliability. Our partnerships with relevant brands presented solutions and products directly aligned with their daily lives and challenges.
Our choice to lead on Instagram was driven by its proven efficacy in nurturing organic interactions, especially among our primary target demographic. The secondary channel was Facebook. Understanding the larger follower volume on Facebook, we crafted a bridge strategy. The goal was to tap into our substantial Facebook audience and guide them towards our Instagram, enhancing cross-platform connectivity and encouraging them to be part of our more interactive and engaging Instagram community.
Within the span of the campaign from 30th November to 14th December, Instagram witnessed an addition of 1,039 new followers. This represents a significant increase of +15.3% when compared to the preceding 15 days (15th November to 29th November).
Engagement rates experienced a substantial rise during the campaign period, with a total of 1,628 engagements on the 14 posts shared. This marks a remarkable growth of +1793% in engagement compared to the previous 15 days.
Such a massive leap indicates the campaign's resounding success in fostering active interactions and building a dynamic community on the platform. The campaign successfully amplified Plunket's visibility on Instagram. Our posts reached 8,718 individuals during the campaign period. Compared to the 15 days prior to the campaign, this was an increase of +194% in reach, emphasising the campaign's efficiency in penetrating deeper into our target demographic and even beyond.
The "12 Days of Christmas" campaign not only achieved but surpassed our initial targets. The remarkable growth in followers, the exponential increase in engagement, and the near tripling of our reach stand as a testament to the campaign's success. By strategically aligning with the values and interests of our target demographic, Plunket was able to resonate, engage, and expand its digital community.
