Specialty and gourmet food retailer Harry & David is promoting a virtual Easter egg hunt, offering clues for participants on their social accounts through April 15. The contest (which offers a $500 gift certificate to winners) is designed to increase social media followers, but L2’s Insight Report on special events shows brands may be better off capitalizing on timely searches rather than digital, social or traditional media impression during holidays or major events. According to the study, most brands have “steady-state” SEO and SEM strategies, which should be evaluated and tweaked based on consumer behavior during events like Easter or key dates in television programming (like The Oscars).

L2’s report on Awards Season studied the impact of Oscars advertising on social media lift, and found that even ads did not significantly boost social media impressions other than for select accounts. The biggest brands investing heavily in television ads – IBM, Samsung, Android, Kohl’s, and AT&T – garnered mixed results. IBM did particularly well, generating a 10% lift in social views from 45.6 million television impressions. Meanwhile, AT&T was the poster child for an ineffective strategy, with a mix of old and new spots that aggregated less than 150,000 social video impressions combined.

awards-season-digital-lessonsbrand-search-volume-by-tv-ad-airing (1)During awards season, IBM, Kohl’s and Cadillac had the highest level of search impact when indexed to their search volumes. IBM had the longest staying power, peaking after the initial 6- ended. However, none of the brands were able to keep the search momentum post show, suggesting brands should measure metrics like conversions and bounce rates in addition to search volume and keyword appearance.

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