How Quaker Oats Leveraged Mommy Bloggers to #KeepPlaying on Twitter
Quaker Oats has enacted a very successful niche social marketing campaign on Twitter with the help of mommy bloggers, using the #KeepPlaying hashtag as the campaign lynchpin.
#KeepPlaying has been included in 684 tweets in the month of June so far (between June 1-11).
So how are popular mommy bloggers like Jessica Bruno of Four Generations One Roof or Brenda Cisneros of Mejorando Mi Hogar spreading the #KeepPlaying word to the tune of 3 million impressions in less than two weeks? Let’s find out.
Linking to Blog Posts
Instead of just tweeting about Quaker’s Chewy Granola Bars, mommy and DIY blogger Jessica Bruno linked to a blog post she wrote.
— Jessica Bruno (@4gens1roof) June 4, 2015
This is #KeepPlaying’s second-most successful tweet in June so far, with a whopping 39k in total potential impressions thanks to Jessica’s devoted Twitter following.
By offering a deeper level of content on the other end of a link, Jessica ensures that her followers aren’t simply skimming over this tweet in their feed because it is seems like a simple sales pitch. Speaking of which…
Avoiding the Salesy
#KeepPlaying mommy bloggers see more pickup on Twitter by offering content that doesn’t scream Buy, Buy, Buy, including Quaker Chewy Bars as a part of the creative scene but not the only focal point.
For instance, this post from Jessica Bruno’s blog includes a whole snack setup with Quaker Chew Granola Bars as just one element of a fun playdate scene.
Offer a Prize
Family blogger Danielle Simmons created her own in-blog Playdate Kit giveaway.
— Ashley Kolpak (@aktheartist63) June 8, 2015
The link to her blog post was tweeted out by Twitter followers 129 times between June 1-11 from folks recommending the blog post and the giveaway.
By pairing blog content, avoiding the straight sales pitch, and offering a prize, Quaker Oats is able to keep the #KeepPlaying hashtag alive and well on Twitter.
1. Invest in an influencer network. Who is your brand’s ideal audience? Find out and then connect with well-aligned influencers.
2. Blog it out. Once you have your influencers on lock, ask for blog posts to support your Twitter presence or hashtag.
3. Stay away from salesy. Remind your influencers (and keep this in mind for your own Twitter presence, too) that you have to provide value and avoid sounding like a blaring radio commercial to keep Twitter users engaged.
4. Give something away. It doesn’t necessarily need to be expensive — incentive for participants can be based in experience and/or recognition on social.
How will you implement #KeepPlaying’s lessons in your own strategy? Let me know in the comments below, and download our 2015 Influencer Marketing Guide to learn more about working with influencers on social.
I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.