Originally founded by educators—and serving only educators in grades K-12—Horace Mann is passionate about connecting with and giving back to their customers. So, for the 2012 holiday season, they decided to give back in a big way with a bunch of mini gifts. iPad® Minis to be exact.
The Educator iPad Attack campaign used Facebook as its central hub, promising every eligible “Liker” an entry for one of fifteen iPad Minis they’d be giving away over the course of fifteen days.
With a modest but loyal 4,000-member fan base, Horace Mann had an audience acquisition goal of 250%. So, we leveraged our relationship with Google to co-distribute the iPad Attack sweepstakes to a pilot group of Horace Mann agent pages—and we created a highly targeted Facebook advertising campaign to increase audience awareness and engagement.
Connecting With Customers
The results were stellar. We attracted 20,000 new followers—a 600% increase—in less than 30 days. Social reach also increased dramatically, with Horace Mann’s posts reaching over 230,000 people per week—a 980% increase.
And most importantly for a company that cares so much about its audience, the campaign resulted in an outpouring of positive comments and feedback from longtime customers straight to Horace Mann’s Facebook timeline.