Group buying is a new and highly competitive sector, with multiple businesses including Scoopon, LivingSocial and Cudo competing to become the most trusted and valued site. OurDeal (jointly owned by News Ltd and Channel TEN) wanted to stimulate positive reviews from influential and, importantly, impartial sources to demonstrate the quality of its offers and service.
As an online business, social media platforms are a natural fit for OurDeal’s marketing and communications efforts. The challenge was to identify who to target and what content and benefits would interest the bloggers for the sectors targeted by OurDeal.
n2n started by conducting a social media audit of the online landscape for group buying via the use of social media monitoring software as well as desktop research. The analysis identified competitor strengths and weaknesses as well as the key topics driving consumer discussion.
The audit found a gap in blogger discussion of group buying sites and deals. Despite all competitors maintaining strong communities on Facebook and Twitter, impartial reviews from online influencers were an uncompetitive opportunity to create discussion and visibility of OurDeal offers.
n2n conducted in-depth research of influential blogs across all key verticals for OurDeal, constructing a highly targeted list of relevant bloggers. Through ongoing monitoring of all identified blogs, n2n was able to commence extremely personalised and timely outreach to bloggers with relevant deals to review.
The highly targeted approach has built strong relationships with key bloggers, who are now keen to engage with OurDeal on an ongoing basis. To date, the campaign has resulted in coverage of the OurDeal deals and has consistently exceeded monthly KPIs by over 200%.
Creative ideas and changes to content approach have also been recommended for OurDeal’s Facebook and Twitter outreach. These are currently being implemented.