Who Run Social Media Campaigns? Beyonce!
They don’t call her “The Queen” for no reason. If there is one thing our girl Beyoncé knows how to do, it is capture the world’s attention.
Now, if you are an honorable BeyHive member (like myself), then you know that she’s a master at all things marketing — even if the products flop. Yes, I can admit that her perfumes and House of Dereon clothing line didn’t do so well.
However, the Queen Bee has more than made up for those fails with her Ivy Park athleisure brand. Beyoncé teamed up with the sneaker giant Adidas for a custom shoe and athletic clothing line this time around.
To launch her new high-fashion Adidas and Ivy Park collaboration, she created a dynamic and exciting social media campaign that definitely caught the whole world’s attention.
If you don’t believe me, let’s look at the numbers. On just the first day of the campaign, there were 15,000 mentions, which resulted in a social reach of 146 million people.
After reviewing the social media campaign and its success, I think it’s safe to say that the main goals were to increase brand awareness and boost brand engagement.
Crazy In Brand Awareness
In my opinion, increasing brand awareness was an obvious goal in the creation of the Ivy Park social media campaign.
This was evident in their initial teaser posts, where they highlighted pieces of the new line, modeled by Beyoncé.
They clearly wanted to build anticipation of the new line, which they successfully did with their consistent posts. Plus, it didn’t hurt to have Queen Bee share those same posts on her page to increase awareness of the brand. I mean, HELLO, it’s Beyoncé!
When it comes to the social media KPIs that can be used to measure this goal they include:
- The impressions.
- The audience growth rate.
- The post reach.
The impressions can identify how many times their post showed up in someone’s feed. They could compare the number of impressions for a given post and the changes over different periods — a week or month — to see a trend.
The audience growth will show the rate their audience grew and can be found by dividing the number of new followers and total followers, then multiplying by 100.
Also, post reach will determine how many people saw their post by dividing the views of the post and the total followers, then multiplying by 100.
Best Brand Engagement I Never Had
The goal to boost brand engagement was another given for Beyoncé’s Ivy Park and Adidas social media campaign.
Seriously, I am sure you saw at least one of your favorite celebrities, not including Beyoncé, sporting the Ivy Park gear on their social media.
Obviously, my Ivy Park box got lost in the mail. 😆
Nevertheless, the superstar used her stardom to her advantage to fulfill this goal by tapping into influencer social media marketing.
A-listers like Reese Witherspoon, Diplo, Cardi B, Hailey Beiber, Laverne Cox, and Ellen DeGeneres received free Ivy Park boxes from the brand and then filmed themselves unboxing the new merchandise. GENIUS!
This strategy clearly worked as the number of shares, comments, mentions, and replies were insane, literally taking over everyone’s timeline for weeks.
Not to mention the fact that every item was instantly sold out within seconds of releasing and refilling.
Meanwhile, the KPIs that could have been used to measure this goal includes:
- The social share of voice.
- The applause rate.
- The amplification rate.
- The average engagement rate.
The social share of voice will show how many people mentioned the brand versus their competitors. This can be calculated by dividing the number of mentions by all other mentions, then multiplying by 100.
The number of people who are liking, clapping, or favoriting posts compared to the brand’s followers can be calculated through the applause rate. Simply by dividing the likes and followers, then multiplying by 100 to get the applause rate percentage.
The amplification rate will reveal how the brand’s followers care and share their content with their circle. The amplification rate percentage can be found by dividing the shares and followers, then multiplying by 100.
With that said, I am excited to see what the Queen has in store for this upcoming Icy Park release. The brand has already begun its social media campaign with the release of this video.
Don’t worry! This time around, I sent an updated address and will be looking for my box in the mail. 😉
Happy Campaigning!
