Case Study: MuscleTech Customer Activation
By Adam Kossoff
Client Name: Iovate Health Sciences
Solution Type – Digital Promotions, Social Marketing for nutritional supplement brand MuscleTech
Objective:
Counter declining brand sentiment and support the launch of a new line of products by developing and activating the MuscleTech audience in social media, engaging with targeted communities and influencers to educate and deliver key product and brand messaging where it would be heard.
Services Provided: 
Contests and Sweepstakes
Blogger/Influencer Outreach
Facebook Advertising
Social Media Monitoring
Social Media Audit
Internal Policies and Education
Profile Management
Facebook Applications
Product Sampling/Fulfillment
Activation:
Formalized the social media program for Iovate prior to the program’s launch including conducting a social media audit, developing the communication workflow, engagement guidelines, and more. Utilized a cross-platform content strategy (Facebook, Twitter, Foursquare, YouTube, Knowledge Base) to consistently deliver interesting and relevant content and brand messaging with MuscleTech’s audience. Improved customer interaction across major social networks by engaging with people talking about MuscleTech, its products, and the sport of bodybuilding. Earned new customers and brand followers by applying audience development tactics across platforms, developing sweepstakes, exclusive offers and content supported by targeted Facebook advertising. Educated customers about new products through interactive Facebook tabs and a Support Center with answers to commonly asked questions, and empowered them to share and recommend content and products through targeted trial sampling programs.
Results (April 2011 – November 2011)
• 380,101 New Facebook Likes (over 480,000 total)
• 246% Increase in Facebook Post Views
• 8,930 New Twitter Followers (over 16,000 total)
• 96% Lift in Brand Mentions
• 2,377% Increase in Retweets
• Over 300 new product samples sent with 100+ positive reviews in the form of blogs/video/retail site ratings. Hundreds more in the form of tweets and facebook posts
Notes (Community Engagement take-aways):
1) Always keep your content interesting and relevant, but you don’t always have to share it with everyone. We created a “Members Only” tab on Facebook that was ‘Like Gated’ so only Fans of the MuscleTech fan page could view the content. This was reserved for especially interesting and original content produced by the MuscleTech team. From posts on MuscleTech Athletes’ walls, and traffic sent directly from the MuscleTech fan page, a significant amount of new likes resulted from these efforts.
2) The content you share doesn’t always have to link to something that is yours. Posts and tweets that received a high engagement rate were to sites and videos that weren’t always created by MuscleTech, but reinforced what the MuscleTech brand was about. Leverage other content across the web to get your brand out there.
3) Always show appreciation to your fans, especially brand advocates. By acknowledging their efforts, you build a long line of support for your brand online. These customers offer genuine help to those with questions, and will stick up for your brand if they know you’re watching.
