Playground Creations builds and restores school and public playgrounds nationwide. Founder Maree Clark and her team of playground designers and enthusiasts have made thousands of children happy with their innovative and challenging play obstacles.
A community-focused brand, Playground Creations wanted to increase their online presence and expand their reach, and turned to Facebook to achieve this.
Maree wanted to create more activity on the Playground Creations Facebook page. With $1000 worth of sports equipment or playground build to go to one lucky primary school, Maree enlisted HGB’s digital marketing executive, Rachel Middleton to create a Facebook promotion.
There are many ways to make Facebook work for your brand – some are easy, some are less easy, and some are downright complicated. When your goal is simple, take the simplest path.
Business pages, however, must adhere to rules around conducting competitions. For example, a condition of entry cannot be to ‘share this to your page’ or ‘tag a friend’.
To achieve Maree’s goal – brand awareness – HGB determined the best competition format was a timeline promotion to drive reach and engagement.
It was decided that the nature of the audience and the prize were enough to guarantee excellent organic reach and paying to boost the post was unnecessary.
A simple image of a recently built playground was selected to lead the promotion, communicating to the audience in a snapshot what Playground Creations does. The image also served as an advertisement to the company’s work.
The key to the competition was commenting. The good old Facebook algorithm no longer recognises single word or short-form comments as genuine engagement. When asking for comments, we put some thought into how to encourage people to write more. Commenting as to why a school deserves something worked perfectly as children’s development and wellbeing is close to many people’s heart.
With this in mind, and to adhere to Facebook rules, the Playground Creations Facebook promotion conditions of entry were:
- Like the Playground Creations Facebook page
- Love this post
- Comment below as to why your nominated school deserves to win!
The promotion ran for two weeks in March 2018 and the winner was generated at random.
So how did Playground Creations do? The promotion garnered:
- 306 reactions
- 40 shares
- 216 comments
- 9,227 reach with 6% engagement
With a follower count of 344 people and between 10-20 reactions per post on average, Maree’s goal of brand awareness was well and truly achieved.