Using social media contest submissions to gain insight for deepening brand authenticity and campaign engagement

Background:

In addition to serving as a medium for meaningful audience engagement, social media contests can also generate valuable audience insights that can support campaign objectives.

Program background:

The We Think Twice campaign helps teens achieve their goals and make healthy decisions using social media and website platforms.

Evaluation Methods and Results:

We designed social media contests so that contest submissions provided audience insights relevant to our campaign goals. These efforts have increased campaign authenticity and driven engagement.

Conclusions:

We will share strategies for designing social media contests that provide an understanding of the attitudes, preferences, and habits of target audiences via their contest submissions and how these findings have been used to increase authenticity and drive engagement for the We Think Twice campaign.

Implications for research and/or practice:

This work shows how social media contests can be used to better understand audiences, and potentially lead to increased campaign authenticity and engagement.