A regional retail warehouse club asked Sway Group for a multiflight campaign that would help 1) increase geo-targeted brand awareness, 2) boost overall membership interest, and 3) educate audiences about the brand’s shopping options and gas savings program throughout the year
The Sway Solution:
In order to appeal to the brand’s target audience demographics, we started by sourcing a variety of micro-influencers who typically create lifestyle, parenting, savings, or entertainment-related content; all influencers also needed to live in one of the states where the brand has a retail warehouse location.
The campaign was structured to include several flights of content on Instagram (both in-feed posts and Stories), with influencers sharing personal stories and experiences that illustrated the brand’s core value propositions: savings and convenience. Special promotions, membership benefits, and new store openings were promoted throughout the campaign. Influencers also incorporated seasonal messaging, driving topical holiday interest by firmly positioning the brand as a one-stop shop for holiday decor, food, and gifts.
One popular post featured the creator shopping in-store with her family, sharing the value-centric reasons she’s brand loyal: being able to use manufacturers’ coupons, the brand’s exclusive coupons, and personalized membership offers to get even more value during her shopping trip.
Another well-received post focused on the creator’s interest in flexible shopping options, with her showing audiences why she not only appreciates the brand’s better prices — but also the options for ship-to-home, same-day delivery, curbside pickup, and in-club pickup.
The top-performing social content was amplified with a paid social strategy in order to extend the overall campaign reach with additional target audiences.