During the winter season, there are a lot of outdoor activities :
cross-country skiing, camping, backcountry skiing… Canadians have the chance to enjoy winter to the fullest, but where can they get their equipment?
At SAIL, a company that offers a wide range of equipment from over 600 outdoor brands, stores are located all across Canada.
In order to conquer the hearts of Canadians, the brand wanted to position itself with a communication strategy through social media by creating a community.
Therefore, SAIL mandated Made in to implement several tactics to increase their community on their Instagram account.
The objectives were clear: develop and execute an acquisition strategy on Instagram with the goal of increasing the number of followers, in 4 months, by the end of March 2022.
As the end of the year is a busy time, what are the best strategies to grow and retain a brand’s community? How do you measure the follower’s engagement and loyalty on Instagram?
Photo credit : @lucierehaumeIn order to achieve these goals, Made in collaborated, from December 2021 to March 2022, with 3 female content creators on Instagram. These young women are passionate about outdoor activities and have an audience that matches SAIL’s universe and target. Among the tactics deployed, we set up contests on @pezie.beaudin, @lucierehaume and @rejeannemartin Instagram accounts, for a chance to win a $500 gift card. To participate, their followers were invited to follow SAIL’s Instagram account. Through posts and a series of lifestyle stories, they showcased various choices of products available at SAIL to their communities.
Made in also took part in managing SAIL’s Instagram account to grow,maintain a targeted and engaged audience.
Thanks to the collaboration with 3 content creators, the audience gained with the contests, remains faithful to the brand’s Instagram account.
The engagement created thanks to all 3 content creators has generated a lot of visibility and an excellent 12% engagement rate on followers. From the various comments and the high number of clicks on stories, we have seen a real interest from the respective communities of all 3 content creators. The contests set up during the campaign generated great traffic on the SAIL’s Instagram account. The influencers facilitated the acquisition and retention of 3400 new followers.
The strategic expertise of the Made in agency helped SAIL to acquire new followers and potentially new customers while promoting all SAIL products in a relevant way through their winter expeditions. A successful campaign that makes you want to do outdoor activities this winter.
