Swag box campaign

Swag box campaign

‍
Swag box was a creative campaign aiming to build customer loyalty. Our goal was to transform our customers into advocates, collaborators, and partners. Through creating a social media manager survival kit, we addressed social media managers' pain points and internal needs.

During the project, I ran a creative conversation with the team at Buffer. Together with the team I set a narration of the project, researched project possibilities, and prepared a creative brief. To do that right, we used a simple storytelling framework (“a hero has a problem, meets a guide which helps them succeed…“). The framework comes from the book "Building a Story Brand" by Donald Miller. Creatin a script was helpful to better understand the needs and motivations of Buffer's customers and thus creating a story that resonates with the audience.

During the work on the story, we understood that in the difficult pandemic times, the work of social media managers is even harder. They wear multiple hats of designers, copywriters, data analysts, video editors, customer support and never have time to fully disconnect.

To praise their hard work we gifted our customers with survival kits. The boxes included wellness items like bathrobes, socks, mugs, candles, plants. We created an answer to a viral social media manager's world post with bingo by creating a positive version of it with a handwritten note on the flip side. We also supported our customers by giving subscriptions to Headspace.

The outcome of the project was very positive. We got many social media mentions and impressions. Half of the swag receivers have posted on social media. Watch the unboxing video from Mega Jewell.