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CANADIAN AGRICULTURE SAFETY ASSOCIATION
WIN BIG WITH A SOCIAL MEDIA CONTEST
CHALLENGE
Many businesses and non-profit
organizations find it challenging to
build an effective social media presence.
The two most common challenges
Sherpa sees its clients face are:
1 Struggling to build a strong
social media following.
2 Effectively engaging the audience
to further nurture the relationship
between the business/organization
and its followers.
– Social Media Hub
OPPORTUNITY A social media contest is an effective
way to grow a social media presence
and engage users. People are enticed
to engage with your business organization
because they receive something in
return for a simple follow, share,
retweet or #hashtag.
If there’s one sure thing in this world, it’s
that people like free stuff! If you want to
attract someone in your personal network
you might pick up the dinner cheque
in hopes that they pay you a little more
attention. Marketing works in the same
way... give a little, to get a little!
Simplified Contest Entry Form –
Sherpa recently partnered with the
Canadian Agriculture Safety Association
(CASA) to create a campaign that
promoted awareness of safe
farming practices.
Contest entry was designed and
programmed to be dead simple. A
participant was asked to share a few
words, photo or short video of what
makes them a farm safety champion.
Contestants were able to share their
story on CASA’s Facebook Page with
the hashtag #GrowSafety, send a Tweet
or post a photo on Instagram with the
hashtag #GrowSafety. If they didn’t use
social media tools, participants could
submit their story through a digital entry
form on CASA’s microsite growsafety.ca.
CONTEST
SOCIAL MEDIA AGGREGATOR
Sherpa created a microsite which
featured a social media hub stream
where #GrowSafety posts from Facebook,
Twitter and Instagram were curated by
contest administrators and aggregated
into one place. Through the hub stream
users were then able to view all of the
approved posts and connect with fellow
farm safety champions.
METRICSTWITTER
The results were quite impressive
on Twitter as CASA generated
84 new followers, 203
mentions and 143 Retweets.
GROWTH
Results were equally as impressive as
CASA witnessed 109 new likes, in addition
to a strong increase in page engagement
and total reach.
· Page Engagement: The number of
people who engaged with your Page.
Engagement includes any click
or story created.
· Total Reach: The number of people
who have seen any content associated
with your Page.
MICROSITE
The GrowSafety microsite received 1,663
Pageviews from 818 unique users. Not
only were users visiting the website to
learn more and connect with others,
over 60 users submitted their story
directly to growsafety.ca.
The website was created to have
“stickiness” to keep users coming
back to connect with others.
Sherpa and CASA successfully reached
the niche market of farmers and their
families. CASA grew its social media
following substantially and engaged users
effectively to promote awareness of safe
farming practices. Moreover, we were able
to avoid “contesters” that make a hobby
out of entering hundreds of contests
in the hopes of winning prizes - even
though they have no association to the
brand or cause. CASA will now shift its
focus toward nurturing its relationship
with the expanded audience.
By promoting and aggregating user
generated content, Sherpa was able to
facilitate peer-to-peer marketing. Users
were able to endorse the contest amongst
their peer groups and get others involved.
Growing your following is only half the
battle. The real challenge is keeping your
audience engaged. It’s important for
businesses and organizations to adopt a
content marketing strategy to strategically
communicate to their audience.
INSIGHTS
“The #GrowSafety contest created excellent engagement with
our audience and created buzz around Canadian Agricultural Safety Week.”
“The #GrowSafety contest created
excellent engagement with our audience
and created buzz around Canadian
Agricultural Safety Week (CASW). CASA
was pleased with Sherpa Marketing’s
expertise in designing a contest website
that fit the CASW brand.
Additionally, CASA enjoyed the easy-
to-use social media aggregator which
effectively showcased the #GrowSafety
entries from a variety of different social
media platforms.”
-Robin Anderson Communications Officer at CASA.
TESTIMONIAL
contact us
204.219.8838 519.576.0895 sherpamarketing.ca
205-530 kenaston blvd winnipeg, manitoba
645 westmount Rd. e., suite 17kitcheneR, ontaRio
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