Adrian Mather, PR and social media manager at FreeAgent, explains why the business should win the marketing and PR category of the Guardian Small Business Showcase competition.
At FreeAgent, customer love is extremely important to us. We enjoy a world-class Net Promoter Score (NPS) of 74 (compared to the average sector NPS of 24) and our users regularly say amazing things about us on social media. So we decided to highlight this love in a special “thank you” campaign and reward our customers for their kindness.
Our campaign was designed to:
• Highlight our brand and the product we provide
• Let our customers tell our story for us
• Help attract new customers in a genuine way
• Set us apart from competitors
The execution:
We found everyone who said they “loved” us on Twitter over the past year and wrote them their very own personal love song – which we turned into a video and tweeted back to them on Valentine’s Day.
We also took requests on Twitter during the day for more songs (which we recorded live and tweeted back) and pointed everyone to a hub page containing all the videos.
We recorded 37 songs and people loved it! (2,487 video views, 106 retweets/favourites, 191 landing page shares, 234,034 reach on Twitter/Facebook). We also had loads of positive feedback from our customers about how they expected a major brand to replicate our campaign for Valentine’s Day 2016.
The best thing? It cost us very little to do – only the price of a day’s studio recording and our marketing team’s time.
All entries which meet the competition criteria are published and our judging panel select a shortlist of three for each category. Winners are announced at an awards ceremony in summer 2016.
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