Groundhogs have Twitter profiles?: National Storm Shelters
Helping our southern marmot friends garner attention on Groundhog Day
On Groundhog Day, the Keystone State and Punxsutawney Phil seem to have all the fun. So we accepted a mission with National Storm Shelters, a leading storm shelter manufacturer, to get Groundhog recognition beyond Pennsylvania. We set out to prove that the South is home to a handful of marvelous marmot meteorologists who deserved a bit of the Groundhog Day spotlight.
This mission was in line with our efforts to better position National Storm Shelters as weather enthusiasts and a thought leader in storm safety.
In addition to generating media buzz about all three southern groundhogs—North Carolina Queen Charlotte, Chattanooga Chuck and Birmingham Bill—we helped National Storm Shelters ‘talk Groundhog Day’ with a large social media audience.
Three weeks before Groundhog Day, we announced National Storm Shelters’ plans for providing complete Southern Groundhog Day coverage on their blog, Facebook and Twitter accounts. We also created a YouTube video for National Storm Shelters that invited fans to watch and see how many groundhogs (aka National Storm Shelters’ staff) could fit into one tornado shelter.
Leading up to Groundhog Day, we promoted our mission on social media by:
- Interacting with #GroundhogDay enthusiasts we found through daily Twitter searches.
- Writing and pitching the story to regional media channels.
- Announcing instant Groundhog Day shadow check results on Twitter and Facebook.
- Posting three videos, one of each Groundhog Day results, to National Storm Shelters’ YouTube channel.
The Groundhog Day campaign increased National Storm Shelter’s Facebook fan base by 4%. It also raised the number of people talking about their Facebook page 82%, and raised the company’s Klout score to 47, which was this client’s highest score ever achieved.
In just two days over the Groundhog Day weekend, we increased National Storm Shelter’s Twitter followers by 14%, and garnered a record-breaking 55% spike in overall interactions from local media, groundhog celebs across the country and Twitter fans.