So, I was chatting with Harrison the other day about how to really boost our Facebook presence and drive some serious business. We were bouncing around ideas, you know, the usual stuff – more ads, better targeting, snappier captions. Then Harrison dropped a bomb: “What about a fan art contest?”
I initially raised an eyebrow. Fan art? For our brand? I mean, we sell ergonomic office chairs, not superheroes. But the more we talked, the more it clicked. It’s all about community, engagement, and, crucially, user-generated content (UGC).
The ‘Eureka!’ Moment: Why Fan Art?
Harrison’s rationale was spot on. People love to create. And people love to be recognised. A fan art contest taps into both those desires. Plus, the beauty of it is that it’s inherently organic. If people are sharing their art inspired by your product, they’re essentially becoming brand ambassadors, spreading the word to their own networks.
Planning the Campaign: Key Considerations
Okay, so we were sold on the idea. The next step was figuring out the how. Here’s what we thrashed out:
- Defining the Theme: This is crucial. We couldn’t just say “draw our chairs.” We needed a theme that resonated with our target audience – professionals concerned with comfort and productivity. We landed on “My Perfect Workspace,” inviting people to depict their ideal work environment featuring our chairs. This subtly highlights the benefits of our product without being overtly salesy.
- Choosing the Right Medium: We decided to be inclusive. Drawings, paintings, digital art, even sculptures (though we anticipated fewer of those!) were all welcome. The key was to keep it accessible to as many potential participants as possible.
- Setting Clear Guidelines: This is non-negotiable. We needed clear rules regarding originality (no plagiarism!), adherence to brand values (professional, positive, and ethical), and submission guidelines (file format, resolution, etc.). We created a simple, easy-to-understand document outlining everything.
- Prizes that Motivate: This is where you need to understand your audience. A discount voucher might not cut it. We opted for a combination of prizes: a top-of-the-line chair, a feature on our website and social media, and a gift voucher to a popular coffe shop or restuarant. The exposure aspect is often just as motivating as the tangible prize.
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Promoting the Contest: This is where Facebook comes in. We planned a multi-pronged approach:
- Targeted Ads: Ads reaching people interested in art, design, home office setups, and productivity. We used Facebook’s detailed targeting options to hone in on the right demographics and interests.
- Organic Posts: Regular posts showcasing example artwork (not our own, but inspiring pieces), countdown reminders, and behind-the-scenes glimpses of the judging process.
- Facebook Groups: Actively engaging in relevant Facebook groups related to art, design, and home offices, sharing the contest details and answering questions.
- Judging Criteria: Fairness is Key
We established clear judging criteria upfront: creativity, originality, adherence to the brand guidelines, and overall artistic merit. We also decided to involve a panel of judges, including our design team and a guest judge (a local artist or designer), to ensure impartiality.
Engaging with the Community: Beyond the Contest
The contest itself is only part of the equation. The real magic happens when you actively engage with the community that’s forming around it. We planned to:
- Feature Submissions: Regularly showcase submitted artwork on our Facebook page, tagging the artists and encouraging interaction.
- Respond to Comments and Questions: Promptly answer any questions about the contest and engage in conversations about the artwork.
- Create a Dedicated Hashtag: Encouraging participants to use a specific hashtag (e.g., #MyPerfectWorkspaceArt) to make it easy to track submissions and facilitate community interaction.
Measuring Success: Data is Your Friend
Of course, we needed a way to track the effectiveness of the campaign. We focused on:
- Reach and Engagement: Monitoring the reach, likes, comments, and shares on our Facebook posts related to the contest.
- Website Traffic: Tracking the number of visitors to our website from Facebook.
- Lead Generation: Measuring the number of new email subscribers and inquiries generated as a result of the campaign.
- Brand Sentiment: Analysing comments and mentions to gauge the overall sentiment towards our brand.
The User-Generated Content Goldmine
Here is the best bit, even after the contest, all that art content that was generated can now be used as future content for marketing campaigns. Imagine getting authentic pictures of your own customers desks with their own styles. This is better than any paid ad, and the source material is essentially free once the contest has ended.
Pulling it all Together
The fan art contest idea, initially seeming a bit out there, evolved into a well-thought-out strategy for boosting our Facebook presence and generating new business. It’s not just about getting people to draw our chairs; it’s about building a community, fostering creativity, and leveraging user-generated content to amplify our brand message. By defining a resonant theme, setting clear guidelines, offering enticing prizes, actively engaging with the community, and carefully tracking our results, we can turn this creative endeavour into a powerful marketing tool. I’m really excited to see how it plays out, and I will let you know if our experiment pays off.
