SITUATION
AH client partner, The Juvenile Products Manufacturers Association (JPMA) was looking for new, innovative ways to promote its tips for safe selection and use of juvenile products, its Certification Program, their product safety videos and its new Baby Safety Zone consumer brand, all while demonstrating the association’s status as the leading voice of the juvenile product industry.
The JPMA was also looking for a singular product to promote to its key stakeholders: manufacturers, retailers and consumers of juvenile products.
SOLUTION
Instead of promoting each of these products and initiatives separately, the Communications Team at JPMA combined efforts to promote each of these while showing JPMA’s strong industry leadership through one singular venture: a product buyer’s guide.
JPMA’s Certification Program encompasses 23 product categories. The Communications Team created and released product guides for each category (combining some categories in one guide) throughout 2014 in a digital format, culminating into one ultimate buyer’s guide in both digital and print formats for release during the 2014 holiday season. Each buyer’s guide includes:
- Tips on safe selection and use for each product category
- Product safety videos (digital version only)
- Information about JPMA’s Certification Program
- A list of brands that are certified in each product category
Each buyer’s guide is promoted the following ways:
- Press release to juvenile product industry trade media
- Each buyer’s guide is available for download at babysafetyzone.org
- Social media giveaway through Twitter and Facebook
- Certification Program participant promotion through Twitter and Facebook
For the launch of each buyer’s guide, the JPMA Communications Team reached out to each Certification Program participant for the corresponding buyer’s guide. The Communications Team requested the following:
- Product donations for a giveaway on Facebook to fuel excitement for the launch while giving away the actual certified products featured in each guide
- Promotion of the buyer’s guide and the giveaway through their social media channels, so that JPMA may reach a wider audience
RESULTS
The social media giveaways have not only successfully promoted each product buyer’s guide, but they
have increased both social media engagement and traffic to JPMA’s websites. The buyer’s guides have produced the following direct results:
- Increased Facebook following of nearly 20% and Twitter following by 10%
- Reached more than 75,000 people on Facebook
- Increased traffic to babysafetyzone.org by 70%
- Increased traffic to Certification Program information by 25%
- Increased views of product safety videos by 10%
IN-DEPTH ANALYSIS: HIGH CHAIR BUYER’S GUIDE PROMOTION THROUGH SOCIAL MEDIA
In July 2014, the JPMA Communications Team launched its High Chair Buyer’s Guide. In promoting the guide, we received product donations and promotional messages from the following members who partake in the high chair Certification Program:
- Baby Swede/Baby Bjorn
- Chicco
- Keekaroo
At the time of this giveaway, JPMA’s Baby Safety Zone Facebook page started with 3,600 followers with an average daily increase of two followers, average daily engagement with 12 people and average daily reach of 450 people. This highly successful social media giveaway resulted in:
- More than 100 new followers on Facebook
- Engaged with more than 6,000 people on Facebook
- Reaching nearly 12,000 people on Facebook
Overall, results from this one giveaway were phenomenally above average.
CONCLUSIONS
With the product buyer’s guides, the JPMA Communications Team established a creative and clever solution to promote many initiatives through one product.
Through strategic promotion of this product, the Communications Team was able to leverage its Certification Program participants for cross-promotional messages as well as product supply for giveaways.
