When we started our relationship with Serenity Springs at the beginning of 2017, one of the first goals they expressed was to engage in a philanthropic effort, which was something that really excited us. We spent the first month immersing ourselves in their brand and creating an owned and social media routine that met Serenity Springs’ needs.
Toward the second half of March, with this groundwork laid, we decided it was time to revisit the idea of giving back. We decided a campaign focused on Mother’s Day was the best approach. It would give us the month of April to run the campaign, and it would provide an opportunity to achieve Serenity Springs’ biggest objective: pampering their guests.
Serenity Springs was already receiving a lot of regular positive feedback on their social media platforms, especially Facebook, from the reviews to the engagement. With this campaign, we hoped to harness this positive social media presence, reward loyal followers, and expand the follower base even further. The idea was Serenity Springs would give away a free night stay to 10 mothers who deserved a little “Serenity.” People were encouraged to nominate a mom in their life that they thought could use a night stay to recharge. The moms did not have to be blood-related to their nominator; it could be a neighbor, teacher, sister, etc. She could be a mom of any capacity. The offer was redeemable any weeknight for the next year, with blackout dates applied.
Within a week, 3Points built the rules and the nomination page, finalized the details with Serenity Springs, and rolled out the campaign with an initial social media share on April 4th, 2017. Within the first 24 hours, we had over 200 nominations, the post had been shared on Facebook nearly 100 times, there were nearly 80 comments, and it had roughly 28K impressions. That post is still the account’s highest-performing Facebook post to date, both in terms of impressions and engagement.
Serenity Springs tasked us with the judging process so that it would remain completely unbiased. (They did not want to accidentally recognize names on the submission pages.). The responses were very moving, which made the selection process especially tough.
We waited until the original Mother’s Day post was inactive for a full 24 hours (which took about two weeks) until we posted again. On the final day for submissions, we posted once more, reminding everyone that they had one final opportunity to submit nominations.
3Points created certificates to be emailed to the selected nominators, to be passed on to the winners. On Friday, May 12th, 3Points contacted the nominators who had submitted winning entries to inform them their nominee had been selected.
The campaign closed at midnight on April 30th, having received nearly 600 submissions. The social engagement remained consistently high throughout, with both of our reminder Facebook posts topping 10,000 impressions and 1,000 engagements — roughly 3x more impressions and 10x more engagement than the average Serenity Springs post receives on Facebook.
That engagement also helped expand the audience as well. Through the first few months of 2017, the Facebook page had gained around 100 followers each month. In April, the account gained over 170 new followers.
As a token of appreciation for submitting an entry, and because there were so many powerful entries, the Serenity Springs team and 3Points decided to offer a $50 discount on a one-night stay to all those who had been nominated but had not won. 3Points helped create a MailChimp email template to send to these individuals, then sent the email on Mother’s Day, May 14th.
Within one week of the announcements, Serenity Springs already had received bookings, both for one of the competition’s winners and for one of the consolation prizes.