How Mophie’s Instagram Campaign Succeeded

Our guest contributor chats with a social media marketer at mophie, who tells how fans got involved with its Instagram campaign.

instagram

instagram campaign

Thibaut Davoult leads content marketing for Nitrogram, an Instagram analytics platform for brands. If your brand is on Instagram, he probably follows it already.

When planning for a social media campaign, one of the main questions you’ll have in mind is: “How do we encourage our fans to participate?”

Good rewards, intuitive submission flow, enough marketing and communications are all part of it. But most of the time, the very idea behind the contest is what makes it work: What is your audience going to take action for?

That’s where mophie’s #socketsuckers succeeded.

Mophie makes iPhone battery cases, giving an extra life to smartphones and peace of mind for travelers who aren’t often acquainted with electric plugs.

In its Instagram campaign, the brand invited its fans to take photos of people who have to sit in odd places in order to charge their smartphones. We reached out to Jacob Perucca, mophie’s social media marketing coordinator, to learn more about the challenges of the campaign, and the solutions found by his team to make it work.


Thibaut Davoult: Could you describe #socketsuckers in a few sentences? How does it link with mophie’s products?
Jacob Perucca: #socketsuckers are the unfortunate individuals who are chained to outlets in public places and are sadly wasting valuable time, while missing out on greater opportunities. Our mission: to educate and free them.

How did this idea come to fruition? What big questions arose when you first discussed it?
It started as an idea for a digital ad campaign called “Don’t Be That Guy” and really just made sense as a social media promotion. The biggest question was: “How do we pull this off and make it fun and engaging, but not offensive?”

Our audience loves the freedom that mophie provides, so we focused on giving them the opportunity to showcase this. We aimed to find an idea demonstrating the lifestyle associated with using the product versus not using it.

We also wanted an idea that was visual enough to be relevant on social media and on Instagram in particular.

You mentioned the intention to ensure no one got offended, how did you overcome these doubts?
Our legal team was concerned with encouraging our fans to photograph strangers at random. That’s why we [included] the black spots to ensure their anonymity. It also helped to make sure no one got in trouble or offended with the photos during the campaign.

Why do you think the contest worked so well?
It’s a bit risqué in that you’re basically shaming people. But our followers love sharing their products and pushing others to purchase them, so this was really another opportunity for them to showcase that. Our fans are naturally engaged with the brand: They use mophie, not “charging cases.” This helps us confidently push such initiatives, knowing that they’ll participate.

What other social media channels did you use for this contest, and how did you use them?
We used our other channels to help promote the contest and push the hashtag so it was referential across Instagram, Twitter, Facebook, Pinterest and Google+. The focus was really on Instagram to keep it as visual as possible.

On Facebook and Google+, we created albums dedicated to re-posting the best submissions.


What were the defined goals before the campaign? Did you have any specific objectives to reach?
We wanted to make sure that this campaign demonstrated the utility of our products in as fun and engaging a way as possible. Highlighting user-generated content is typically a neat way to accomplish this. Growing our social following is always a goal, but we wanted this to generate word-of-mouth and engagement, and we definitely succeeded in that aspect.