What Makes For a Good Campaign Prompt?
Using VideoGenie’s platform is a fantastic way to engage your fans, gather user-generated video content, and spread positive brand awareness of your company virally through social channels and networks.
There are many facets of your campaign that are important, but today let’s focus on the campaign prompt. One of the most overlooked parts of the VideoGenie campaign process is coming up with a question or prompt that will catch the fleeting attention of your fans and successfully engage your most enthusiastic brand advocates. How can one activate your fans to record and submit a video that has a high probability of being shared across other fans’ social networks? A great prompt is often the difference between getting few (and lackluster) video submissions and getting many quality submissions from your fans.
[pullquote] “90 percent of what makes an online contest successful happens before it goes live.” – WOMMA Tips and Best Practices[/pullquote]
Here are our tips on how to best craft and nail a winning prompt for your campaign:
Be Inclusive. Broad appeal to connect with the widest possible audience.
Elicit Positive Emotion. Allow room for humor, authenticity and fun.
Make Sure Its Concise & Simple. Elicit simple and clear answers that can be captured in 20 seconds or less. The Jun Group found that videos that are 15 seconds or shorter are shared 37% more often than those that last between 30-60 seconds (Jun Group, 2011)
Be Relevant to Your Audience. Observe what’s exciting your fan base on your blog, Facebook page and Twitter.
Check out two clients that nailed their VideoGenie campaign prompt:
Who: WorldVentures is a lifestyle company on a mission to help people achieve more fun, freedom and fulfillment in their lives. Combining the power of the Internet with the strength of the direct-selling industry to market its DreamTrips Memberships, WorldVentures is a leader in leisure travel. WorldVentures is a privately held company based in Plano, Texas, with active Representatives and members in 21 countries.
What: World Ventures had a popular “Wings & Wheels” program that they wished to engage their community around. Instead of coming up with a typical question to ask their community, they decided to go the eye-catching route instead with “Got Wings? Got Wheels? Yea, it works!” as the bold main prompt and then the smaller “Share Your Excitement About Wings and Wheels” in much smaller type font below. The catchy and fun exclamation matched World Ventures’ adventurous brand personality, and they were successful in receiving numerous and quality video submissions.
Who: Plum District provides daily offers moms love. It is By Moms For Moms – a community of moms sharing deals from local and national merchants for other moms to enjoy. Plum District puts Mom first by connecting her with products and inspirations that make her life easier. Plum District knows moms are looking to indulge, explore, nest, nibble, play, splurge and give – the goal is to make Mom’s day, by offering her great values for her and her family.
What: For a brand that’s centered around engaging moms and providing deals they’ll love, Plum District decided to focus on their main audience itself: mothers. Their prompt was simple, yet elicited positive emotions from their fans and customers. “What’s So Cool About Mom?” is a prompt that nails all four of our Best Prompts criteria above. It’s inclusive, it elicits positive emotion, it’s concise and simple, and above all, it’s relevant to Plum District’s audiences — and the results of the campaign showed.