Foxduck
Social Campaign
Generating buzz on social media to establish a local apparel shop as a community staple.
Foxduck specializes in small batch, environmentally-conscious screen printing of shirts, hats, and other apparel inspired by their love of Lancaster, PA. They are always looking for new and engaging ways to connect with and give back to the local community, like their Highlights program which showcases local businesses and nonprofits with custom t-shirt designs.
The Challenge
We wanted to reintroduce Foxduck to their social followers and also spread the word about the small businesses featured in their Highlights program. With the ongoing pandemic still top of mind, we had to create a virtual way for fans to interact and get to know Foxduck online.
Our Strategy
After thorough research and discussion, the Foxduck Summer Scavenger Hunt was born. We opted to run the scavenger hunt as a paid advertising campaign rather than a series of organic posts to bring in new followers and expand Foxduck’s fan base online. Each day a new clue was posted on Instagram with a hint about a different Highlights partner. Users then followed the clue to the organization’s account and left a comment to enter. The rules were simple, the game spoke to Foxduck’s relationships in the small business and non-profit community, and the scavenger hunt was a major success.
The Results
During the week of the contest, Foxduck’s Instagram page gained over 100 new followers, and their Highlights partners also welcomed dozens of new followers. The scavenger hunt led to a whopping 641 comments and a tangible sense of growth for Foxduck’s online community. Since the scavenger hunt, we have continued to create and manage monthly social advertising campaigns for Foxduck that have led to hundreds of new visitors to their website.
