Case Study: Social Contesting – Husqvarna Father’s Day
How do you unlock the bond between father and son in a genuine way and encourage user generated content? Over the course of three weeks ruckus digital developed a deep, tactical approach for Husqvarna to leverage strategic partnerships and generate high user engagement with meaningful user generated content.
Ruckus developed a social contest based around father’s day for both Canadian and U.S. markets. Looking at audience insights, we identified that the “father-son” bond held important and sentimental value to our fans. We wanted our fans to share this connection with us without forcing them to do so.
We developed weekly content, in partnership with both U.S. and Canadian teams as well as partners such as the Timber Kings who are well respected and recognized by the target audience. We spoke less about the value of the product, but instead the importance of fatherly advice and the bond that performing tasks together can form between two people. Users shared their fatherly advice, which was then highlighted on the Husqvarna Canada Facebook page.
Instead of simply asking fans for submissions we wanted to be in a conversation with them. To learn what advice they value most and what makes their relationships with their father special. The feedback from fans highlighted the importance of focusing on fatherly lessons and life values and for promoting the best ones on the page post contest.