During Speed2Design 2014, Littelfuse partnered with Design World to create a fun, engaging contest that offered engineers a chance to win Google Glass. The Design World Network (WTWH Media) was chosen for its strong electronics engineering audience and social media presence, including more than 265,000 Facebook followers.
The contest with the theme "WARNING: This quiz could go to your head" was developed to supplement the overall Speed2Design content map strategy in order to expose premium circuit protection content to a significant, untapped audience of electronics engineers found in the Design World social media network. Using the contest platform, Littelfuse promoted a variety of resources, including the Fuseology Selection Guide, ESD Suppression Design Guide, LED Lighting Design Guide and iDesign Online Fuse Selection Tool.
The primary goals of this content are to help design engineers understand the importance of implementing circuit protection early in the design phase while helping to build the Littelfuse contacts database for ongoing nurturing and education. The content also conveys that as electronics get smaller, the need for circuit protection gets bigger, playing a vital role in the high-tech devices we depend on every day (in line with the theme: Protecting Technology. Protecting Life).
The target goal for the entire five-month campaign was to generate 1,000 new contacts for the purposes of educating and nurturing potential users of circuit protection products. In the first month, a total of 1,710 entries were received via the online Contest Form, of which 407 (23.8%) were traceable to social media engagement.
Objectives
Beginning in 2012 as a brand awareness campaign through sweepstakes that awarded winning engineers with exciting behind-the-scenes events at IndyCar and NASA, Littelfuse Speed2Design 2014 migrated to the next phase of the program. As part of its 'continuing mission,' the focus shifted to providing educational resources to electronics engineers.
Although the 2014 campaign used a range of media components, including online promotions, editorial content, infographics, videos, etc., one specific element focused on the use of social media. Together with a new media partner, Design World, Speed2Design's next contest was built to address a targeted new audience with a fun, engaging contest.
But what would the prize be? It couldn't be a smartphone or tablet; most engineers already have those devices. It had to be something cool and high-tech; something that appeals to the inherent curiosity of the target audience. A Tesla didn't fit the budget. With all the hype about wearable technologies, Google Glass was a logical choice.
The Littelfuse Speed2Design 2014 contest objectives included:
Strategy
The Design World Network was chosen for numerous reasons beyond its exceptionally strong social media presence of more than 265,000 Facebook followers.
Consider two Design World online forum communities:
The above audiences represented a new venue for Speed2Design and, potentially, new electronics engineering contacts that would benefit from circuit protection educational resources.
In addition to leveraging Design World's Facebook and Twitter social media audience to support the Speed2Design content marketing campaign, Littelfuse also granted the Design World team access to the Speed2Design social accounts, enabling the collective team to drive Facebook users to the Design World website's contest pages.
Developed a calendar for deploying Facebook posts by leveraging fun and educational content to create awareness and drive participation.
Social media traffic was supplemented with traffic driven by banner advertising and outbound e-media.
Features
The campaign involves social media engagement with a focus on Littelfuse Speed2Design's Facebook and Twitter channels, as well as the Design World network of social channels plus online promotional efforts. All the social media posts are designed to drive readers to the contest on the Design World site to complete the quiz and enter the contest to win free Google Glass.
Themes include:
The contest page utilizes the headline
"11 Fuse Selection Factors: The Key to Finding Your Perfect Fuse." The copy and graphics are designed to appeal to the electrical/electronics and design engineer "culture." To enter the contest, readers must review a short online summary document, and then answer five multiple-choice questions, some of which focus on their circuit protection knowledge. The answers can be found in a summary document. The Fuseology Selection Guide, the source material for the Q&A, is available from the contest page. Other questions are fun trivia-based questions involving topics of interest to the electronics engineering community.
To maximize participation, the program includes five contests, with new questions/answers and Google Glass giveaway each month.
Content offers are also being made across all social media channels, the Speed2Design.com and Design World websites, and outbound e-media.
A series of videos promoted via Facebook focus on circuit protection devices that can be used in consumer electronic products, such as smartphones, tablets and wearable technologies.
Results
In the first month of the contest, 1,710 entries resulted in an average cost per lead under $3; well below the target of $20-$25. At least 407 (23.8%) were traceable to social media engagement. As a subset of the full campaign, the contest generated 16% of ALL new contacts added to the Littelfuse database for only 4.5% of the budget.
Speed2Design is truly an award-winning campaign that proves social media can be a strong contributor to any B2B integrated marketing campaign.
