Solution:
When SPARK was initially hired to manage Schleich’s social media, our first step was to get to know the product as if it were our own. We scoured the website, met with the management and sales team, toured the warehouse. And yes, we had a chance to play with the toys. (We also conducted a research project for Schleich separate from the social media program which provided valuable brand awareness and purchase decision insights.) We had multiple conversations about their philosophy and mission, cultural and brand beliefs, key audiences, tone of brand voice, needed tools, timelines, expectations and more.
Next, with the Schleich team, we collaboratively outlined our social media goals and strategies, including key goals and KPIs. We were tasked to create brand awareness and build an online community, provide customer service, create social tools customized for Schleich, increase web traffic from social media networks, and obtain names for e-mail list signups through social media channels.
The third part of our strategic process was the development of an annual strategic social media content calendar in which we planned a monthly product feature and promotional emphasis based on seasonality and product launches. We also added a layer for special events and trade shows. We then outlined specific content that would be highlighted across each social media platform monthly.
Contests and giveaways that we created were very successful among the Schleich audience. Hosted on Facebook and cross-promoted on Twitter, contests and giveaways provided a way for Schleich to give back to their fans while also acquiring email addresses for future communication. Through a third-party application, SPARK created and managed all contests and giveaways for Schleich and furnished a spreadsheet of names, email addresses and other pertinent information after the contest or giveaway closed. Examples include:
- Partnering with London author and photographer, Aled Lewis, to host a contest around a new T-Rex figurine. Focusing on the idea that a T-Rex has arms and hands built to hold a tiny cell phone, SPARK asked fans to submit a short essay on “What Would T-Rex Text.” Lewis created a photo for the contest showcased below.
- To tie-in to a public relations campaign that SPARK managed for Schleich related to their product launch of a new Peanuts® line at the annual New York Toy Fair, we launched a “Snooping around New York” photo contest to encourage fans to post photos of themselves with a life-size costume character or large plush that visited major landmarks around the city. One winner was selected to receive the very first Peanuts® scenery pack created by Schleich.
