Social media campaigns: A brand success and failure

Take a social media lesson from Victorinox Swiss Army Knives and K-Y to prevent your social strategy from falling flat.

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Swiss Army Knives by Victorinox has a pretty loyal following. The primary Facebook page has about 30,000 likes and pretty good engagement.

What’s interesting is how Victorinox has failed on Twitter. It doesn’t have very many followers, but what bothers me most is that it’s trying to get more through a contest that awards the first three followers that help the brand reach 3,000 followers.

Prizes work, but this type of contest—one where people can see the status of the reward process—can actually take a brand longer to gain followers. For example, if you knew about the contest and saw there were 2,990 followers, you wouldn’t click follow until you were sure you would be one of the winners.

At present, Victorinox has gained fewer than 20 followers in the last 24 hours. And this is during a contest hosted by a global and well-established brand.

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