Path Interactive Case Study: Small Business Achieves ROI With Social Media

Avatar Path Interactive October 14, 2011 Category Agency News Press Room

NYC Wedding Photographers Grows Facebook Fans By 3000%

Premier New York Wedding Photographers, Gruber Photographers successfully used social media for small business, having achieved an impressive 3000% increase of extremely relevant followers, gathered largely within a matter of just 7 weeks.

The Gruber Photographers campaign was a “like us to win” contest leveraging a give away of free luxury wedding photography services.  The contest, in combination with a produced video of the results that Gruber produced, generated significantly more brand awareness and visits to the company’s website.  The online mentions of the brand went up significantly within social media sites and organic traffic to the website from Facebook grew to all time high levels with new business opportunities.

A Successful Social Media Campaign

The campaign consisted of a sweepstakes for anyone who “liked” Gruber Photographers’ Facebook page the opportunity to be entered to win a free day of photography by Terry Gruber himself: a renowned celebrity photographer. This prize was quickly picked up and passed around the digital community and supported by Facebook’s “Sponsored Stories” feature, and with some additional paid advertising, the contest campaign helped to grow Gruber Photographers’ fan base from 30 likes to 930 in just a month and a half.

Most noteworthy about the 930 followers is that the vast majority of them are in a highly targeted, locally specific demographic in engaged marital status. Out of the total number of Gruber Photographers followers, 92% of the ones who share residency information on Facebook were from the service area of the company and 89% were from NYC.

Utilizing their photography resources for Small Business Social Media

Capitalizing on the success of the “Like Us to Win” campaign, Gruber Photographers went above and beyond what would be expected of a company’s first-time social media stint and produced a crisp and entertaining video announcing the winner of the contest. One very lucky bride-to-be had her Facebook profile image pulled out of a hat and called out on camera by Terry Gruber.

The success of the Gruber Photographers campaign clearly demonstrates how a small business can utilize its own in-house resources in a creative and effective way to gain real strides using social media.  Not only is the new fan base highly relevant to their business, but Gruber also gained impressive brand awareness and utilized Facebook as a medium way to showcase their work.

Giving their new fans a reason to stay

Gruber Photographers are now hoping to continue this growth pattern by hosting additional similar contests. The goal behind this effort is to engage the most relevant fans with the Gruber brand, having them looking out for and socially share future future opportunities to win free luxury photography services.

On their blog they tell their new followers, “But the fun is not over yet. Make sure to check the Gruber Photographers Facebook page often because we are going to be announcing many more fun giveaways in the near future. And of course we will share photos from whatever event we photograph with our winner!”

Gruber Photographers is clearly a company that understands its fan base.

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