Unlocking Success through Advocacy and AI Strategies
A Campaign That Connected:
High-Value Engagement through Thoughtful Gifting
Kate Sugrue launched Intercom’s FIN 5000 campaign to promote their AI chatbot, Fin. The campaign aimed to build trust in the technology by encouraging customers to share positive experiences on social media, creating buzz and advocacy through engagement.
Over six months, social media interaction was incentivized with valuable gifts from gifting company &Open, ensuring inclusivity and functionality. For instance, coasters were designed to avoid seasonal or gender biases, demonstrating how thoughtful details can enhance inclusivity. Additionally, personalized certificates signed by the CEO provided a unique touch that resonated with recipients.
Detailed and Strategic Planning
The campaign featured weekly rollouts and engaging social media content. Despite initial concerns about costs and executive involvement, careful planning led to success, with clear objectives, target audience identification, and relevant metrics.
Success Measured
The campaign achieved impressive results, boasting a 46% redemption rate and 77% email open rates, far exceeding expectations. With 94% of participants providing positive feedback and 8% sharing their excitement on social media—reaching over 31,000 people—this confirmed the effectiveness of personal engagement strategies.
Customer Stories and Video Campaigns:
Building Trust and Demonstrating Value
Recognition and Community Building: The Workleap Strategy
- Social media materials and PR templates
- Recognition badges for top performers
- Efficient legal approval process via email
- Customer-driven content sharing on social platforms
- Internal collaboration across teams
The campaign's success led to unexpected voluntary customer participation and established a foundation for an annual program. Without requiring external agency support, the initiative demonstrated the effectiveness of combining structured recognition with strategic storytelling to build brand advocacy.
Key Takeaways: Lessons in Advocacy and Campaign Planning
Brynn stressed the importance of revisiting the campaign brief (example) to ensure alignment with objectives and eliminate unnecessary ideas.
Rob emphasized using data and templates effectively, allowing for the creation of numerous case studies without relying on external help.