Following our successful voucher app, Two Rivers Specialty Meats asked us to work our magic for them again. The goal of this app was to create a wider awareness of their products by increasing their fan base across Facebook, Twitter and Instagram, in a way that also increased their email database for re-marketing. We also wanted to drive engagement with Two Rivers Specialty Meats' commercial partnership with the Brewery and the Beast festival.
Our approach was eye-catching and mouth-watering. The #meatcandy microsite utilised Instagram's API to capture images of delicious meals - specifically those made using Two Rivers Meats' products - uploaded and tagged with #meatcandy. This gave the campaign a centre of gravity that would also place the brand into the reach of users who weren't necessarily already acquainted with Two Rivers Meats.
All entries were moderated by myclever™ Agency and Two Rivers Specialty Meats before being published in the app. There, it could be shared on the users' timeline and News Feed. Eventually, Two Rivers Specialty Meats selected and showcased a winner. We leveraged the brand's involvement with Brewery and the Beast Festival of Meat to incentivise meat-lovers to participate.
The microsite stays live now that the contests have finished, giving the brand ever-green content to share across their social channels, as well as providing the infrastructure to run further competitions with minimal time and effort.
The app saw over six hundred entries, which we moderated to 93 approved images. These pictures received over 1,300 votes, from nearly 32,000 page views; we achieved an engagement of 4.2%. The winning entrants for each competition were awarded tickets to their nearest Brewery and the Beast festival and have no doubt become huge brand advocates for Two Rivers Specialty Meats.
Establishing web presence
Two Rivers Meats asked us to help them to raise awareness about their brand's Facebook page and, in doing so, to increase their overall social fan base across Facebook and Twitter. This was to go hand--in-hand with an increase in their email database for re-marketing. To achieve this, Two Rivers Meats wanted us to promote voucher downloads.
So that's exactly what we did. Utilising a classic "Instant Win" app, we offered users the chance to win either 5%, 10%, or 15% discount on purchases from Two Rivers Meats. All they had to do was sign up on the brand's Facebook page with their name and email address. The app randomly allocated the user a voucher for one of the three possible discount amounts. We built in widgets that allowed users to share the app, increasing its reach to their friends on Facebook.
Two Rivers Meats now has over 1,700 Facebook fans and 3,300 Twitter followers. The Vancouver stage of the app resulted in 73 vouchers being claimed, while a second campaign based in Victoria is under way and experiencing similarly effective engagement.