Across Quill social channels – Facebook and Twitter – we had three main objectives:
To help customers run their businesses as efficiently as possible, Quill balanced shop talk and water cooler talk in a smart way. Sales-focused posts were promoted to help admins find deals on what they need to run their business, while high-performing engagement posts on topics like office life, tips & tricks, and holidays were boosted when they reached an engagement rate threshold. Using our unique Organish™ approach of amplifying content that is performing at high engagement levels, we were able to use our budget more efficiently while influencing purchase behaviors. We further improved our efficiency by allocating more of the budget towards higher-performing channels and further boosted content that performed exceptionally well with additional funds from our reserve budget. When promoting content, we always keep in mind that no two businesses are the same, so we promoted different types of content to different targets to make sure that content is most likely to resonate with its audience rather than taking a "one size fits all" approach. To push our message in a more contextual setting, we used Outbrain and Taboola syndication to position the Quill blog (Café Quill) content as recommended readings as relevant articles on premium publisher sites. Not just any blog content was amplified; we strategically selected top performing content that organically resonated with the audience.
Through our unique media buying approach, we were able to generate over 80M impressions and 1M engagements and clicks on the social channels and blog. We were also able to reduce our Facebook and Twitter cost per engagement by over 80% while increasing engagement rate by over 7x from 2014 to 2015. We took engagement to a new level by creating a real life product from a well-liked idea in one of our posts. One of the many office hacks we boosted featured an idea for a water tumbler that helped you remember to drink 8 glasses of water during the work day. The content resonated so well with the audience that the Quill product team made the idea into a reality, creating a water tumbler branded and sold by Quill. Finally, we were also able to get more eyes on the Café Quill blog with blog traffic increasing by over 28x from the previous year through content syndication.
