Elevate the Plantronics story by developing a new, core narrative to help shift consumers' view of the Plantronics brand from a business hardware and headset provider to an irreplaceable fitness companion who is always there to push them forward in pursuit of a connected, active lifestyle. By establishing consumer trust and passion for Plantronics in the Active Fitness space, we planned to evolve the BackBeat FIT product into a "must have" element of the active consumer's workout routine and build advocacy for the brand to affirm Plantronics as a leader in the fitness audio market. Through unique Instagram content creation and influencer support, we had the primary goal of boosting social interactions and increasing influencer and consumer awareness and engagement on the platform. Our secondary goal was to support product sales through paid promotion by driving users to click through to the Plantronics product web page and custom Amazon.com Plantronics store to learn more about our fitness-focused product.
Two unique phases of social content were developed to support our objectives of driving purchase of the new BackBeat FIT colors product and building awareness around Plantronics as an Active Fitness brand. The first phase supported the product launch and fell under the "Any Shade of Active" theme which highlighted new colors through color coordinated imagery and motivational social messaging. Through a mix of video, looping gifs and static image content we were able to tease out the bold new product and elevate messaging around dynamic features that allow users to stay active, no matter their level of fitness. Instagram content included descriptions of sweat-proof and long-lasting battery product features, overlaid on vibrant, animated images to encourage followers to learn more about how Plantronics headphones can support any type of workout. The second phase of content was designed to position Plantronics as an active, lifestyle brand. Phase two focused on the "I Am Unstoppable" theme and included motivational content featuring five Plantronics influencers. Standalone influencer images displayed the product with inspirational text, encouraging followers to push their limits and stay committed to their fitness journeys. Additionally, our team created original short and long-form lifestyle video content to engage followers and show how the BackBeat FIT product can move with them throughout their workout routine. Videos encouraged our audience to use Plantronics headphones to shut out any negative energy holding them back from reaching their fitness goals through two distinct settings; a scenic outdoor running landscape and fast-paced gym workout. Our social copy pushed the campaign hashtag, #IAmUnstoppable, which supported our active narrative by empowering consumers to take control of their fitness routines with the help of an essential product.
During the three-month campaign, 35 posts from both the "Any Shade of Active" and "I Am Unstoppable" content themes were shared on the Plantronics Instagram channel. These posts received the following metrics and supported our goals of increased brand awareness and engagement from Plantronics consumers:
Follower growth increased on the platform by 74.3% with 3,167 additional followers over the three-month campaign duration.
Organic content received a total of 15,030 engagements, an average of over 5,000 per month. Prior to the Active Fitness campaign, the Plantronics Instagram channel saw an average of 1,810.77 engagements per month. Active Fitness content supported an average monthly growth of over 176% engagements.
Our five contracted Active Fitness influencers also shared lifestyle images and conducted product giveaway announcements on their personal Instagram channels. With 26 posts shared among them, they drove a total of 3.1M+ Potential impressions, driving 24K+ engagements and reaching 7 regions globally. Influencer content tagged the Plantronics account and used both the #Plantronics and #PLTPartner hashtags to boost brand visibility.
In addition to increased organic metrics, paid support of influencer content drove users to the Plantronics BackBeat FIT product web page and custom Plantronics amazon store. In total, paid support led to over 34K+ link clicks back to PLT owned properties, 3.3M+ impressions and 435K+ video views all contributing to our digital campaign efforts resulting in sales upwards of $2.8M+