It was the Italian economist, Vilfredo Pareto, who came up with the 80-20 rule, which is also known as the “law of the vital few.” To put it in simpler terms, the rule states that it’s the little things that make a big difference. Munchkin, baby products manufacturer and retailer, has applied this principle, which is coincidentally also its core philosophy, to its social media strategy.
All it took was a little thing, like a giveaway campaign, that the brand used to create buzz and start having a vast amount of people talk about them and their products.
I delved deeper into the Facebook campaign Munchkin ran from September 16 – 20, which gave away free Click Lock cups. Using the arsenal of tools in the Unmetric platform, I began to unfold the strategy involved in this campaign and what other brands can learn from it.
Interestingly, Munchkin chose to run this campaign on weekdays and still succeeded in making its fans stay glued to its Facebook page. It all started with a teaser post on September 14 announcing a surprise that’s coming up on September 16. This post alone garnered 3,168 likes, 409 comments and 1,625 shares. On the 16th, Munchkin posted an update three hours before the actual giveaway and the post had an astounding Engagement Score* of 8,254 with 20,051 likes, 2,874 comments and 39,804 shares.
Munchkin sure knows how to use teasers to keep the momentum going and hold the attention of their fans. The brand used the teaserpostsstrategy throughout the campaign, resulting in higher levels of engagement. As a result, Munchkin’s overall average Engagement Score was 530 against 35 admin posts, which is more than 15 times the sector average.
Munchkin used a simple yet vital strategy to make sure there was maximum participation from their 300,000+ fans. Every campaign related post was furnished with clear information on how to enter the giveaway contest and directed fans to the Facebook app. Munchkin made sure not to exclude phone and tablet users by creating a separate link for them. The post also contained troubleshooting tips and helpful advice making it easy for its fans, (90% of Munchkin fans are female, 40% are 21 to 30 years old and 45% are married), to enter the contest. Removing the possible entry barriers for the giveaway enabled more fan participation and drove levels of engagement to a new height.
The Facebook app, “Munchkin Click Lock Entry,” saw huge amounts of activity between the 16th and 20th of September. The app averaged a Monthly Active Users (MAU) count of 20,895, which is more than 17 times the sector average, and had a Daily Active Users (DAU) count of 2,106, which is more than 27 times the sector average.
When it comes to contests or giveaways, one always has a plethora of questions related to the logistics of the campaign. Munchkin understood this and created a separate app called, “Munchkin Click Lock FAQ’s,” to answer any questions that fans may have regarding the giveaway and again making it easier for fans to participate. The app had an MAU count of 1,486 and DAU count of 128, which shows that it proved to be beneficial to the campaign.
The giveaway not only resulted in huge engagement levels and high app user counts, but also saw an increase in Munchkin’s fan growth rate. The brand’s fan base grew at the rate of 17.4% in September, which is more than 9 times the sector average. The brand gained more than 24,000 fans from September 16 – 20.
The campaign also created lots of buzz for the brand, especially during the run of the campaign from September 16 – 20, as 11% of the fans were talking about the brand, which is more than 9 times the sector average, as shown by the People Talking About (PTAT) metric.
Brands can take a few notes out of Munchkin’s Facebook campaign strategy, and learn how it’s the little things that often make the biggest difference. Munchkin’s effective use of teaser posts to hold the attention of fans and maintain the momentum for the giveaway went a long way in creating buzz around the campaign. Secondly, Munchkin made sure to remove all the possible entry barriers to the contest by providing clear information and answering questions about the giveaway and thereby enabling more fan participation, which resulted in high engagement and increased fan growth. It’s the little things like these that made the huge difference in Munchkin’s giveaway campaign, and Munchkin sure knows how to translate its core philosophy into flawless execution.
Data Analysis Methodology
The Engagement Score calculation is based on the number of Likes, Comments, Shares and estimated impressions, so a page with a lower fan base can still have a better engagement score than a page with a huge fan base even if they don’t get as many interactions.Unmetric compiled this report by sourcing data from its own social media benchmarking platform. Data and Insights on Munchkin’s activities on Facebook were analyzed for the month of September, 2013. Gain access to all this data by claiming a free 6 day trial.
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