Campaign Objective:
Guinness is running a contest on Instagram to drive awareness for their 'Made of More' campaign. The main objectives for this campaign are to create awareness and encourage users to participate in the contest.
Campaign Details (What did we do?):
The Instagram contest was separated into 4 phases where each phase is 2 weeks long. To participate in the contest, all the contestant has to do was to share a photo on their Instagram account according to the theme and requirements. There were different themes for different phases – Phase 1: The Perfect Pint, Phase 2: Original Guinness Merchandise, Phase 3: Guinness moments with mates and Phase 4: Anything Black & White. Participants also have to tag Guinness, Churp Churp and #madeofmore in their photo captions. 5 winners will be chosen for each phase.
For this campaign, only Churp Churp elements were used. The campaign was launched by a mass email to Churp Churp's community as well as updates on the official blog and other social media platforms such as Instagram, Facebook and Twitter. This will create awareness and drive participation from the community. Churp Churp influencers also shared the contest message on their social media platforms to reach out to more people. In order to create buzz for the contest, the community shared the campaign messages on their social media platforms. Snap share was also executed to create more buzz on social media where Churpers shared photos on their Instagram accounts according to the theme of the phase.
This campaign was a great success with more than 800 photos received for the contest. The campaign achieved a high potential reach on social media and also value added media where contestants synced their entries to other platforms such as Facebook and Twitter.
Awareness and buzz created on the platform of: Blog, Email, Twitter, Facebook and Instagram
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