The social side of a great marketing campaign
When we think of marketing on social media, we think of lively and interesting discussions that make people want to engage with a brand. This usually doesn’t coincide with a mattress company; after all, marketing campaigns that make people want to sleep are the opposite of lively and engaging aren’t they? It would seem that when handled intelligently, it can be incredibly lively as well as profitable, evidence of which can be seen through the brilliant social campaigns by Eve.
A more personal brand image
Eve has invested heavily in building a personal brand image, which they convey through a carefully-constructed light and humorous tone that is completely original. This has been built a little through their packaging and a lot through their well-maintained online presence. Their website and social media channels are all peppered with messages that lend a personable character to the brand, in turn making it more likely that people will bond with it. Eve doesn’t exactly discuss high-tech design features or a superior product made by scientists and engineers, the way that some other brands do; instead, they keep it down to earth and promote a relatable and therefore desirable product.
This relatable and personable brand image is furthered by extremely well-thought-out social interaction. On the Eve website you are invited to “meet” the mattress, giving a personal and interactive tone to experiencing this brand, and then on their various social platforms, customers are drawn into an engaging dialogue – the kind that builds active communities.
The social mattress brand
They have in fact built many communities around their brand, as they are active on every major social network. Being social is about engaging an audience and building a brand identity, but it is also about being seen everywhere. Eve seems to have gotten that memo, as it utilises every network to its full potential. On Pinterest, Eve shares interesting picture-heavy content; on YouTube, they share videos that serve as educational and promotional; and on Instagram, they share beautiful, magazine-quality photo spreads, displaying the carefully constructed Eve story. Eve isn’t leaving any social media stone unturned, and their persistence is paying off in both sales and brand recognition.
Twitter is perhaps their best-used medium. They maintain a conversation incredibly well on this platform, as their witty and charming content draws people in, and then the interactive element peaks peoples’ interest, keeping them coming back. A good example is their #theduvetbyeve campaign. On the 20th of October, 2016, they put up this post that teased of an exciting surprise coming on the 25th of October, and asked followers to guess what it was. Interaction, intrigue: it’s a Twitter campaign at its finest! They then revealed the surprise – their new duvet – to an already excited and curious following. This type of campaign gets people involved and builds anticipation around a new product in a way that still doesn’t feel like a sales pitch. It engages people and keeps them interested in what’s coming next – that is always good for a brand.
However, their Facebook marketing strategy is slightly different. Facebook requires a delicate balance between social selling and social engagement. One of the ways that Eve handles this is to post product info alongside engaging sleep and life-related content, and most importantly, highlight customer satisfaction. They re-post the positive reviews that others have written about Eve products and include eye-catching images to drive the point home. It remains promotional, but feels personal.
The takeaway
Ultimately, for social campaigns like this to be successful, you need to be consistent in your posting and in the language and tone you are using, as well as image presentation. The goal here is to make your social profile and brand familiar and relatable to your followers/customers. You need to be original, setting yourself apart from all of the other brands out there. These are some other companies with fantastic Twitter accounts, which undoubtedly forge a connection with the readers. You need to be smart about how you include promotional material and linking back to your shop. And finally, you need to be authentic and down-to-earth. People don’t just connect with brands; they connect with a human, personable element that the brand portrays. Stay authentic and genuine and you will keep customers engaged.
