Success Stories
What was the marketing problem we were trying to solve?
We needed to increase our social media presence and increase interaction with our posts. Our social media pages don't get a lot of likes and our posts don't receive a lot of interaction. We have tried all sorts of content and using different ways of wording things including variations in length of posts. We wanted a campaign that would make people come back and wonder what the next chapter would be in the story. We solved our problem by playing off of the Elf on the Shelf holiday chatter by making our own 'Spot the Robot' with our personal corporate mascot, RoBert. RoBert spent the month of December getting into hijinks and trouble all over our offices. The whole thing was captured on social media in photos, videos and descriptions.
Spot the Robot Social Media Campaign
Creative and Strategic Factors:
We wanted to portray a more fun side of our business. As soon as our creative team created our robot, RoBert, our employees fell in love. And anyone who sees him feels the same. We felt like our corporate image was way to stuffy and formal, so we thought RoBert would lighten the mood a bit. We focused on Facebook and Instagram for the bulk of the posts. But it all started with a post on LinkedIn explaining what we were going to do and having our LinkedIn audience cross over to Facebook or Instagram to follow our sweet, fun robot around our offices.
Outcomes:
The one LinkedIn post that kicked off our Facebook and Instagram campaigns was our top performing LinkedIn post that month with 983 impressions and 30 Likes, which is 10 more than any other post that month.
On Instagram, the posts resulted in a 500% increase in followers over the previous month and we reached 2,100 people, which was a 739% increase over the month before. On Facebook, the spot the robot posts received a reach of 2,226 and had 215 engaged users (likes, comments, etc.). Due to RoBert getting into hijinks in the office, many people got a view of what daily life was like around Moser, which was a pleasurable and unexpected side effect.
Excellence Factor:
Technology can be a difficult market segment to create advertising for. It is not visual or fun to look at. By creating our little robot, we made it a lot more interesting. This was a unique idea to present our brand in a new way. It increased our social media presence and brought in new viewers and followers. RoBert is a completely unique robot specially made for Moser. The plush used in the photos and videos is the prototype we had produced. We have many more plans for this character in the future.