Last December IHG Rewards Club asked us to help them increase their page fan engagement. They challenged us to provide a content plan to take them through the competitive festive season and into the New Year that’d get fans talking!
While engagement was their core objective, they also wanted to promote the breadth of redemption options available to members. They asked us to drive members to the newly launched IHG Rewards Club point’s catalogue and encourage them to spend their points before the end of the year!
IHG Rewards Club came to Digital Visitor to drastically increase page fan engagement through amazing content – the result was above and beyond anything they ever expected.
With our objectives in mind we developed a fun and interesting content plan that focused on asking questions, sharing facts and inflicting wanderlust on fans! We put our designers to work creating beautiful, in brand images to accompany every piece of content and we delivered the content in batches allowing us to analyze fan reaction and optimize the next batch!
Not convinced that regular posts alone could deliver the kind of long lasting engagement IHG Rewards Club wanted in the short timeframe we had, we proposed running weekly Timeline competitions alongside our content to increase page reach and maximize engagement. We created and managed three, weekly Timeline competitions that gave away 20,000 IHG Rewards Club points.
Using third party software to track entries (that in total exceeded 1000), we quickly and fairly selected winners allowing IHG Rewards Club to contact them in real time on the page.
By sharing fun and relatable content that was optimised throughout the campaign period, we succeeded in massively increasing page fan engagement – And the results of the activity speak for themselves.
The page fans that interacted with our content are now more likely to be shown IHG Rewards Club content by Facebook’s algorithm and so more likely to engage again!