We love to share marketing insights and case studies with you and today we have a special treat! (…)
We love to share marketing insights and case studies with you and today we have a special treat!
The Snapys, the Irish Instagram awards created by Connector, have been featured as a case study in the Digital Marketing Excellence book written by Dave Chaffey and PR Smith!
The passage in the book features our campaign strategy which was to connect with Huawei’s target audience. We achieved this by inspiring and building a strong relationship with creators, photography lovers and influencers by collaborating with them and launching the first ever Instagram photography awards: the Huawei Snapys. The overall objective to break into the Irish premium smartphone market and establish Huawei as a credible challenger by building Huawei’s social credentials while increasing their brand awareness and market share in Ireland.
Essentially, we managed to turn the social media audience into both the medium and message by creating user generated content for Huawei and facilitated sharing it with their followers, which helped us to reach nearly every Irish Instagrammer.
We built the technology that hosted the entries and allowed people to vote across all social platforms. At the time of the campaign, there were over 480,000 Instagram users in Ireland, making it the ideal platform to open up a critical mass which could make – and did make – sufficient noise and impact for Huawei. After the duration of the campaign, Huawei Ireland had 2.7 times more followers than one of its competitors, Samsung Ireland. Also highlighted in the book, are the metrics which were carefully monitored, such as market share and distribution, number of entries, social media followers, engagement, buzz, and organic reach.
The Huawei Snapys took us a month to set up, followed by a three-month campaign, and the results were outstanding.
We wouldn’t have done it without all the Connector team’s hard work and the great support from Huawei.
Many thanks to the authors Paul and David of Digital Marketing Excellence for the recognition they gave us in this copy!
Not included in this case study is the even better results we achieved in the Huawei Snapys Awards in 2016 which you can see here in the case study.
If you’d like to have a read of our case study, check out the Slideshare below, and let us know what you think!