Sea Hawk Paints is an international specialty marine coatings company and they wanted to reach a broader audience worldwide. Sea Hawk came to Farmore Marketing looking for a way to increase their presence on their social media channels and grow their following on Facebook.
To maintain the attention of Sea Hawk's growing audience on Facebook, we have consistently created content that will engage our followers. Since we have targeted Facebook users that are interested in Sea Hawk Paints, boating, fishing and water activities, it allowed us to create content that was geared toward the boating lifestyle. We created videos that featured Sea Hawk's product line, lifestyle, and brand videos and more that piqued the interest of Sea Hawk's followers.
Farmore wanted to expand the Sea Hawk’s brand identity to the boating community on Facebook. In order to do this, we decided to run a series of Facebook giveaway contests that encouraged targeted Facebook members to Like Sea Hawk’s company page.
We first brainstormed what types of prizes would incentivize Sea Hawk fans to participate in a Facebook contest. Once we decided YETI products were an optimal prize, we then chose a specific demographic using Facebook’s targeting to pinpoint people who were interested in boating, owned boats, fishing and being out on the water.
The overall goal of the contests was to boost numbers, but also run quality contests.
Along with the advertising boost to each contest, we put in a large organic effort to increase the exposure of each contest. Our organic efforts consisted of:
Posting the contest link on Facebook company pages in which Sea Hawk does business with
Posting the contest link on relevant boating and fishing Facebook pages
Sending an email to Sea Hawk’s suppliers/retailers and encouraging them to share the contest with their fans
Commenting on the Facebook contest to remind contestants to share the post
Liking people who commented on the contest post
Customizing Content For Sea Hawk’s Audience
With the rapidly growing audience, we had to brainstorm what content that would keep our new follower page followers engaged, connect with Sea Hawk’s current partners, as well as Sea Hawk’s loyal fan base. With essentially three different audiences to target, we had to mix in different content that would overlap each of the three.
To keep our new page followers engaged, we created engaging content that would encourage them to interact with the brand on social media. Since we knew they were interested in boating, fishing, activities on the water from the contests we ran, we knew that this type of content would really resonate with them.
Sea Hawk’s partners, clients and loyal fan base were definitely interested in the boating, fishing, and activities on the water, but wanted to connect with Sea Hawk’s brand itself. That is why we decided to post content that engaged with the marinas that Sea Hawk closely works with, shared news about the Sea Hawk Paints company itself, as well as boating news in general.