Following up on Dr. Perlmutter’s Webby-honored 2019 #SummerBrainChallenge campaign, Dr. Perlmutter took to Instagram and email for the 2020 follow-up, the #SummerFastingChallenge, from July 4-12. The campaign was anchored with daily challenges/tips/reminders for followers, and encouraged them to share our content/create their own as examples of each day’s challenge. The goals of the campaign were to:
Exceed participation from last year’s event (5,000)
Drive subscriber growth to Dr. Perlmutter’s email list
Our campaign consisted of daily email support, along with social media updates and live video on Instagram. Ahead of the challenge we delivered users an e-book and journal to track their progress. Dr. Perlmutter also invited several colleagues to participate, who contributed content and appeared as guests in live videos which helped increase our earned exposure.
Without a dollar of paid spend behind it, the campaign was a huge success.
During this 7-day period we added just under 2,000 new Instagram followers for Dr. Perlmutter. Projecting this out to 21- days (the length of last year’s challenge), that alone meant we were outpacing the growth we needed given the shorter duration.
However, with the addition of email this year, we were able to net an additional 8,000 email subscribers, bringing total participation to 10,000.
During this time we also reached our audience with great frequency. Our impressions over the trailing period shot up 241%, a significant increase. While part of this is due to more posting (up 100%), there is still a meaningful difference in overall growth that is not just attributable to the greater number of posts.
Keep in mind, these are only Instagram impressions. If we factor in the rest of Dr. Perlmutter’s social media impressions, we had over 2.375MM impressions for the campaign on social.
Most importantly, engagement was extensive. Our content saw nearly 88% higher engagement. While engagement per impression was down, every other metric saw improvement, notably saves of posts, which were up nearly 322%.
Again, off social, our campaign saw superb performance on email, bringing over 8,000 new subscribers to Dr. Perlmutter’s email list. Our daily updates nurtured open rates north of 50%, which is a 5x improvement on the 10% average open rate for Dr. Perlmutter’s list.
Without a doubt, this campaign was a resounding success for the brand.
