Grow Engagement by Getting Your Audience Involved in the Co-Creation Process
Milk Stork attained 331% more impressions on Instagram story.
Milk Stork is the first-ever breast milk shipping company for the business traveling, breastfeeding mom. It is a working mom made company, made for working moms and was established in 2014. Over the past four years, Milk Stork has grown and gotten more support from not only mom’s around the country, but also prominent companies who want to support working families.
Business Objectives:
Our client has been looking to undergo a rebrand and decided to allow their faithful followers to share their input on a few elements of the brand. We created an interactive Instagram story to let mom’s share what they loved most.
The following were the objectives:
Improve reach on social media
Overall increase engagement on social media
Strategies We Used:
The story began with an introduction and call to action. We wanted our community to feel involved and a part of Milk Storks’ future.
Next, we had viewers vote on which logo they liked best out of two, using the voting feature on Instagram. The viewers also got to choose between five different tag-lines by typing their response via the question and answer feature on Instagram. Full story can be seen here.
We used Iconosquare, to track how the story was doing throughout the 24 hours it was visible on Instagram.
Results Obtained:
Received a total of 994 impressions/views (Average Milk Stork stories get around 300 impressions which is a 331% growth rate)
Both interactive voting stories received a 98% completion rate, meaning 98% of the viewers watched the story till the end
Both interactive stories also received an average of a 47% engagement rate, meaning 47% of viewers actually participated
Learnings:
While this is nothing new, it is another example of how loyal followers love to be a part of the brand in a personal way. Allowing your community to be involved in the brand’s decision making process on business, brand, and even product enables a special connection to take place between the consumer and the company. Co-creation though social media tools also allows the brand to have a deeper understanding of their consumers’ tastes, and this data can help the brand more accurately predict what products might move the needle financially.