Strategic, Tactile Elements are a Win-Win for Social
The Challenge
A major hyper-local social networking service asked Snowball to create an impactful direct mail campaign. With a focus on driving ad spend and new sign ups for the app, Snowball needed to find a way to capture the attention of small businesses. The aim was to give small businesses who were awarded “local favorite” status on the app a tangible way to showcase their win. Votes from local customers determined the winners.
According to the network’s CEO, the awards are only given to 1% of local businesses on the app and showcase the positive impact these businesses have on their community.
The Solution
Snowball developed a letterpack design that included two new eye-catching promotional stickers. One was designed for shop windows to attract local customers, and the other was designed to be placed on the business’s point of sale (POS) system. The strategy was that the stickers would have a two-fold effect, increase engagement for local customers and in turn, foster a deeper connection with the app for the business owners, encouraging them to post more, and advertise more on the app.
The Results
The new campaign with stickers generated a strong response, with an engagement rate 2X that of their standard mailer. Winning businesses proudly displayed the stickers and posted about them on their social media accounts. This campaign was so successful it ran again the following summer and is slated to continue.
Engagement Rate
Reinforced Brand Connection
Snowball has really brought their out-of-the-box thinking to ensure our programs always surprise and delight our customers. Their understanding of our brand and attention to detail has really boosted our campaigns’ success. We simply wouldn’t work with anyone else.
Growth Marketing Manager
