Pinkbike “POY” Social Marketing Campaign
Overview
Photography plays an integral part of Pinkbike. The annual Photo of the Year contest aims to showcase this awesome display of content in a visual and engaging way. Across 20 days, photographers and users alike submit photos for the contest, and the Pinkbike audience votes for their favourite photo. Then, a panel of judges refines the hundreds of submissions into 32 images which the Pinkbike audience then casts their vote in head to head photo rounds. The top 3 photographers earn prizes for their winning photographs, while the Pinkbike audience has the chance to enter daily prizes under the contest sponsorship.
My Role
As the designer at Pinkbike, my role was to utilize the 32 selected photos and visually present head to head deliverables for the audience to vote on. These visual deliverables were distributed across Pinkbike Instagram posts and stories.
Tools
Photoshop
Illustrator
Instagram carousel post and story templates
Scope of work
Prior to the campaign beginning, the marketing team identified that maintaining engagement across the contest’s length would be a challenge. This was due in part because 32 images were to be showcased across Pinkbike’s social and article channels, with the target of exceeding engagement from previous contest years.
In order to solve this problem, I designed several campaign post templates to maintain diversification in the social campaign.
The first template was a scrolling carousel which showcased the initial round of 16 images, thereby launching the contest through social marketing. The scrolling carousel was unique to Pinkbike’s various social campaigns because of the amount of image content which was available. Typically, social campaigns required limited assets to be used in order to drive traffic to contest pages. In this example, the team found it necessary to diversify the layouts in order to maintain social engagement.
Full screen selected images were rolled out across Instagram stories to support the scrolling carousel posts.
With the results of the initial rounds, it was imperative to use an alternative layout to maintain social engagement. I designed a shorter carousel with less imagery, to showcase the breadth of the contest images.
The supporting Instagram stories in this round presented head to head, full screen images, to supplement the scrolling carousels. Once several rounds had been completed, another template was created to diversify the posts.
The Instagram post templates changed to carousel double slides—with the first image post being one contest image, and the second, another. These templates were designed so that followers would slide the post to see each image in the head to head, thereby enticing followers to like the post, and ultimately use the bio link to cast their vote.
The success of the campaign was due to the range of beautiful contest images selected and the various ways of presenting the content to retain social engagement.
Results
348k+
Article & Content Page Views
2.2 Million
Social Impressions
301k+
Total Votes
Written by Romain Resplendino, UX and product designer.