Crowdvoting advocates champion the fact that turning to the masses is an inherently democratic undertaking. Additionally, crowdvoting has the power to build community around campaigns. When the stakes are high, campaign leaders will leverage their networks, social and otherwise, to build support. This creates an opportunity for businesses—what brand wouldn’t love to turn customers into active advocates. Over the past few years, a number of savvy digital marketing professionals have been quick to implement crowdvoting as a driver of brand engagement.
In 2010, Polartec, a producer of technical outdoor and workwear fabrics, was searching for a way to bolster their social media presence. Working with Backbone Media, a Colorado-based PR, media and digital agency, they launched the Made Possible Grant. The idea was simple: e-blast every college outing club in the country and offer a $10,000 grant to whoever could win the most support for their proposal. Polartec chose four finalists from nineteen applicants, posted them on a tab of their Facebook page, and let the outing clubs do the legwork to garner votes. Users had to like Polartec’s page to access the voting platform, and participants around the country mobilized their networks to land the cash.
The results were exceptional. In each of the past three years, the Made Possible Grant Campaign generated an average of over 1.7 million impressions for Polartec, and yielded an 18% audience growth. In 2012, the initiative earned Polartec and Backbone multiple awards, including Bulldog Digital’s “Silver Award” for the top digital/social communications campaigns of the year.
The remarkable success Polartec’s Made Possible Grant points to the true value in crowdvoting: it turns a one way channel of communication into a conversation. For brands looking to tap into a high level of consumer engagement, a white label crowdvoting platform built around a meaningful initiative has proven to be the ticket. These platforms, in addition to being cost effective, are not restricted to one social media channel. But perhaps most importantly, they allow brands to preserve identity, leveraging their existing network while building it further. White label platforms can nest with and build off an existing website and integrate fully to provide a rich, meaningful brand experience. More and more, progressive campaigns like these are becoming the standard for brand communication, and white label platforms like Launcht are here to power them.
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