"Style My Meal" Instagram Photo Contest | Social Media Campaign

Objective

With 400 million monthly active users and more than 80 million posts per day, Instagram has established itself as an obvious platform for brands looking to expand their reach and engage with their audience. 

This proposal outlines the content strategy and tactics for the “Style My Meal” Instagram Photo Contest sponsored by The Hunger Badger. The objective of this campaign is to promote the brand, increase audience engagement and collect user-generated content (UGC) with an easy-to-share voting contest. It will include a series of posts on the following social media platforms:

• Instagram 
• Facebook
• Twitter
• Pinterest

Social media posts and email marketing campaigns will direct contestants to the contest landing page hosted on The Hungry Badger website (as shown above). Contestants will be required to complete the entry form and post their content using a campaign-specific hashtag. The social media campaign will run for 6 weeks.

The prize will be a FREE 1-year subscription (over $2500 value) to The Hungry Badger meal kit service.

Target Audience

Single adults are the target audience for The Hungry Badger brand. With this said, this campaign will attract single Millennials (male and female) between the ages of 25 – 35 years old. They are college educated with an income of at least 65k per year. They live in mostly urban locales (i.e. Chicago, New York City, San Francisco) or the surrounding suburbs.

According to the Bureau of Labor Statistics, single people now outnumber married adults in the U.S. One in 7 lives alone – about 31 million compared with 4 million in 1950 – and many of those are clustered in urban centers.

In this age of interconnectivity, social media is a dominant force fueled by the demands of the empowered consumer.

• GlobalWebIndex reports that the average Internet user spends 28% of their online time on social media sites.
• 47% of Millennials say their purchase decisions are influenced by social media.
• 84% of social media users worldwide have “liked” or followed a brand or product on social.

Source: Social Media Channel Strategy for Brands: Where Are Your Consumers?

Channel Strategy

Post Strategy

Instagram

Campaign Kickoff Post: Upload your best meal presentation prepared with @TheHungryBadger kit for a chance to win a FREE year subscription! Don’t forget to use #StyleMyMeal. We’ll feature the best entry on our Instagram page. Entry rules are on the contest landing page. Deadline to enter is midnight on 9/10 at midnight ET. Happy organic cooking! #winning #organiccooking #healthyfood #photocontest

Intermediate Post: Share a pic of your best-looking organic meal prepared with The Hungry Badger meal kit! Make our mouths water by sharing your delicious meal with the beautiful colors from your fresh, organic ingredients. Presentation is everything for this contest! #StyleMyMeal #organiccooking #healthyfood #photocontest

Campaign Conclusion Post: Congratulations to The Hungry Badger #StyleMyMeal Winner! #winner

Twitter

Campaign Kickoff Post: Upload your best meal presentation prepared with The Hungry Badger kit for a chance to win a FREE year subscription! #StyleMyMeal #organiccooking #healthylife #photocontest

Facebook

Campaign Kickoff Post: Style My Meal Instagram Photo Contest. Follow us @TheHungryBadger. Share pics of your best-looking meal prepared with The Hungry Badger kit. Winner gets a FREE year subscription to The Hungry Badger. Contest ends on 9/10/17 ET. Happy Organic Cooking! 

Pinterest

Campaign Kickoff Post: Style My Meal Instagram Photo Contest. Follow us @TheHungryBadger. Share pics of your best-looking meal prepared with The Hungry Badger kit. Winner gets a FREE year subscription to The Hungry Badger. Contest ends on 9/10/17 ET. Here are a few inspirational pics of delicious, healthy meals created in The Hungry Badger kitchen.

Hashtag Strategy

The Style My Meal Instagram Photo Contest will use a campaign-specific hashtag to expand the content reach and amplify the brand. Style My Meal is the name of the social media campaign, thus #StyleMyMeal will be used to promote the contest on various social media outlets. This hashtag is not prevalent on any social media platforms, including Instagram and Twitter. 

The #StyleMyMeal campaign hashtag will be used as a method for The Hungry Badger customers to engage with the brand and other customers throughout the duration of the contest. Use of the hashtag will be a requirement to enter the photo contest. 

We will use Sprout Social’s Instagram Analytics tool to manage, moderate and analyze the Instagram photo contest.

Performance Metrics

Comments: This metric is a strong indicator of engagement. Comments, whether positive or negative, are the result of a person feeling some type of emotion for your content, brand or both.

Audience Growth (Followers Gained): This metric tells you the total reach of your posts. It should be measured over a period as it will ebb and flow based on the content you are posting. Pages with more followers have more reach.

Hashtag Engagement: Instagram posts with hashtags get more engagement and make posts more discoverable.

Engagement per Follower: This metric is your engagement relative to your audience size. When this metric is increasing, it shows that your followers are resonating with your content, and that your page is a priority as they are liking and commenting on multiple posts.

Referral Traffic: This metric tells you how much traffic your website receives from external sites or marketing, such as Instagram. Add UTM parameter tags to links/URLs to track campaigns and credit traffic that comes from Instagram.