#SelectHansgrohe: an example of how a #brand can build #socialmedia numbers with meaningful #campaigns and user generated #content.
Hansgrohe USA has proven to be a trailblazer in the high-end kitchen & bath industry with countless patents and innovations. The company has turned heads in the social media sphere for its yearlong #SelectHansgrohe initiative. The objective was to promote the new Raindance Select shower, and to stimulate user engagement by interacting with the company's audience in a meaningful ways. We wanted people to share their stories and become "the face of Hansgrohe". #SelectHansgrohe, which launched in May, was implemented across the social media platforms.
We launched 4 campaigns throughout the year.
1 #SelectYourself: people had the chance to become a brand ambassador and win a Select Handshower by completing a series of social media actions on the Sideqik platform (accessible through Facebook).
2 #WaterSelfies invited users to "just add water" to their selfies for a chance to win a GoPro camera. We leveraged the popularity of selfies to boost interest and gain participants.
3 #PinYourPassion: we asked users to create a board with their passions for a chance to win a $500 credit to spend on what they love. It was supported by an inspirational board on Pinterest, together with an editorial calendar focused on what the company is passionate about.
4 #SelectToGiveBack, leveraged the holiday spirit to ask users how they give back for a chance to win a Select Handshower. We collected submissions with a Facebook app, specifically created for the campaign.
#SelectHansgrohe engaged users with unique messaging and interactive content tied to the universally treasured resource #water
We are proud of the large-scale results we have achieved. We think this is in part due to our use of relatable and meaningful themes, as well as our understanding of the different languages used in each social network. As a result, we were able to create moments of powerful interaction in line with brand values.
Water was one of the relatable themes that we integrated into our social media strategy. This brought a distinctive element to the initiative. We focused on this because, water is vital to who we are as a company. Hansgrohe is devoted to conserving and respecting this precious resource through our development of low-flow products and eco practices. We think users were intrinsically drawn to this water message since water is universally used and treasured.
Each of the campaigns required the users to submit, post or create their own content, making every campaign interactive because it involved their active participation. By allowing users to express themselves, we didn't come across as overly promotional, and at the same time we were able to introduce our new Raindance Select shower products to the audience.
The #SelectYourself campaign, which launched in May, garnered 1,302 entries and 930 participants in only one month. We utilized the social media platform Sideqik to collect entries: people had to register through a facebook tab installed on the Hansgrohe Facebook Page. We supported the campaign with an editorial calendar focused on wellness, fitness and self love/acceptance.
The #WaterSelfies campaign was launched during the summer and garnered 1,542 entries and 563 participants. Our strategy included targeting influencers, such as celebrity design expert Ty Pennington, who submitted a snapshot of himself to the contest from his own personal account. We ran this campaign using Iconosquare, which later used #WaterSelfies as an example of an outstanding campaign in one if its recent case studies under the heading "Mastering the Power of Selfies." Finally, we posted tips on how to take the best selfies, something that drew a lot of positive attention and became part of our popular content.
Passion was the focus of the third campaign #PinYourPassion, which launched in September with the technical support of Piqora. Pinners created boards with all of their passions. We received more than 1,500 entries from more than 400 participants (people came back to submit multiple submissions).
The period right before the holidays was the perfect time to launch #SelectToGiveBack. We developed and created an app and installed it on the Hansgrohe Facebook page. Users logged in to tell us how they give back, and the turnout was incredible: almost 3,000 entries, with users sharing their charitable activities.
Through the different campaigns, we received almost 20,000 new Facebook page likes, more than 1,000 new followers on Instagram as well as on Twitter, and more than 1,500 people followed our Pinterest profile.
