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Marketing and Social
I've been fortunate enough to explore many forms of digital marketing, from influencer marketing to paid digital ads, to grassroots contests and events. Here are a few of my most notable (and successful) campaigns and ideas.
Campaign: "Your GawkBox Story"
Problem
With a brand new platform on the market and the only users are early-stage testers, how can we get our platform to grow?
Resources
Strong relationships with our early testers, minimal marketing budget, minimal social presence
Solution
Create a contest in which early users talk about how the use of our platform has changed their lives as content creators and distribute prizes among the best stories as judged by the GawkBox team.
Results
Across 15 submissions, we were able to amass thousands of views, leading to thousands of new users, as well as dozens of new, important creator partnerships. We were also able to display each of the videos on social platforms and YouTube, bolstering brand credibility.
Campaign: "GawkBox: Tournament Mode"
Problem
Our new "Tournament Mode" feature allowed online communities to compete with one another for daily prizes, but proper use of the product required intensive buy-in from content creators AND their communities, and we needed more creators to become invested.
Resources
20 Mixer Creators recruited for testing, $6,500 in prize money
Solution
Create an introductory 2-week competition that all 20 streamers can participate in, publicize it with unique streamer profile cards and encourage other creators so sign up for future tournaments with pre-registration CTAs in our content.
Results
After the introductory tournament, we had seen around 70% participation with our test audiences, adding hundreds of users to our new platform and giving us invaluable test data. We were also able to collect hundreds of pre-registered creators to contact when Tournament Mode left it's Beta phase.
Campaign: "GawkBox Gold: Free Sub Giveaways"
Problem
We had devised a method to give away free Twitch Subscriptions during our creators' streams, but we needed more qualified and professional streamers to meet ROI.
Resources
Videographer, TwitchCon Party, small budget for paid digital ads, small sales budget
Solution
For this massive campaign to get highly-qualified Twitch Streamers to utilize our new subs Giveaway Widget, I first created a partnership-type program called "GawkBox Gold" to allow accepted users to show off their new accolades. Then, we worked with a videographer to create a quick digital ad to use on Instagram, Facebook, and YouTube. I also created a landing page with copy and assets to explain the functionality of our new product, complete with sign-up CTAs. With all of this prepped before the streaming convention TwitchCon, we were set to throw a great party and invite hundreds of qualified streamers to meet us and get a chance to experience our new widget first-hand.
Results
Our TwitchCon party had ~250 attendees, many of which were qualified Twitch Partners. Between our in-person sign-ups and our digital campaign, we were able to get around 400 streamers to apply for GawkBox Gold, far surpassing our sales goals.
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