An international panel of judges awarded Sky Alphabet with the winning entry in the category “Best Use of Social Media” in a search campaign at the 2020 Canadian Search Awards. In Feb 2019, we were awarded a Marketing Excellence Award for “best social media” campaign.
Best Use of Social Media in A Search Campaign
On September 17, 2020, Sky Alphabet Social Media of Vancouver, BC became the first social media agency in Canada to win a Canadian Search Award. Our campaign won for “Best Use of Social Media” in a search campaign.
It is worth mentioning that this was the first year the awards have been hosted in Canada.
Originally scheduled to take place at the Royal York Hotel in Toronto at a black tie gala, the organizers instead opted to host the awards virtually. This way, the entire world (including us) watched the event in real time.
Sky Alphabet’s winning campaign consisted of a three month integrated search and social campaign. More than five hundred posts drove organic social traffic to new pages on a client’s site.
The Award-Winning Digital Strategy
Each target page of the campaign was part of a connected portfolio of keywords. They were connected through internal linking and menu structure (site architecture).
The overall strategy was to rank less difficult but still profitable keywords (“child” keywords). This was intended to increase the visibility of a much more difficult but related “parent” keyword.
We optimized each page in the campaign’s portfolio using on-page technical SEO. SEMRush reporting ensured we, the social media agency, could measure progress.
To drive traffic to the target pages, we built a calendar consisting of 544 tweets. Many of them had links back to our target pages. We tweeted as many as 12 times per day, depending on the day of week, so that we could reach our audience when they were online.
Over the campaign period, the target pages received 2.2x the amount of traffic from organic search than expected. This resulted in significant improvements in visibility to the portfolio of target pages.
You can read more about our winning entry here.
Related: Feb 2019 Marketing Excellence Award for Best Social Media.