Winner: Academy of Country Music
The objective of this campaign was to increase circle growth and awareness for the Academy of Country Music’s Google+ Page. Tactics included gaining verified account status on Google+; working with Google to become a “featured” account for user recommendations; strategically using Google+ Circles to identify users and custom notifications; using hashtags to increase Google+ visibility; and posting continuous content to Google+ according to ACM’s content strategy.
With respect to the latter two tactics, to increase higher visibility within Google+, the Academy adds multiple hashtags to their posts – with #countrymusic guaranteed in every post. Using #countrymusic in each post strengthens its page’s value when users search ‘Country Music’ within Google+ - allowing for higher results for the Academy’s page and posts.
To remain active and reliable not only to its users, but to the search and discovery of the Academy’s page, the Academy continuously posts content to the Google+ page as country music news and events take place. Posting links and videos while using hashtags provides the highest probability of circle growth and user activity for the Google+ page.
The number of users who added the Academy’s Google+ Page to their circles increased 89,950% in 2013 (1,057 as of January 1, 2013 vs. 946,543 as of December 6, 2013); in addition, the Academy gained 945,486 new followers between Jan. 1 and Dec. 6, 2013. Follower growth reached 5,934 added in one day on October 5, 2013.
Honorable Mentions:
- Guthy-Renker - Meaningful Beauty
- Voto Latino