Create and manage Education and Seeding Campaigns

Note: Access to features within The Campaign Manager ('Campaigns') varies based on your subscription level. For access to all features, contact your Customer Success partner.

Overview

An Education and Seeding Campaign is the most common type of campaign on ExpertVoice. It provides the target expert audience with access to lessons about your brand and a reward for completing them.

Because experts have 22x more conversations about the brands they love than the average consumer, launching campaigns with the right experts at the right time is essential to helping more consumers make better purchasing decisions. Every time an expert logs onto ExpertVoice, they can engage with campaigns and discover something new—whether learning about your brand's latest initiative or purchasing from your new product line.

Education and Seeding Campaign uses and best practices

As the most common campaign type on ExpertVoice, brands using Education and Seeding Campaigns have found success on ExpertVoice when:

• Incentivizing experts to learn about your products
• Tiering combinations of lessons and discounts for different expert audiences
• Highlighting new products and collections
• Seasonally updating retail associates
• Promoting seasonally relevant campaigns

How to create an Education and Seeding Campaign

An Education and Seeding Campaign, like most available campaigns available on ExpertVoice, is created by following the necessary steps in the Advocacy Platform. Each campaign has step-by-step instructions to guide you through building and publishing a campaign. You can work ahead in different steps, but remember to save each step. 

An Education and Seeding Campaign consists of the following steps:

1. Targeting - An audience of experts
2. Lessons - One or more lessons
3. Incentive - A single store, deal, or incentive you are offering
4. Messaging - Define how the campaign will be presented
5. Availability - When and where the campaign will be accessible

If you would like to get started, visit the Campaign Manager in the Advocacy Platform. From the prompt at the top right of the page, click on Create New Campaign and select Education and Seeding Campaign. Give your new campaign a unique name.

• TIP: This name is not expert-facing, but we recommend making the name easy for you and others on your team to be able to search for and find it later (e.g., Spring 2023 Product Line)

Managing your campaign's audience

Add one or more audiences to your campaign. Learn more about managing your campaign's audience.

Manage your campaign's lessons.

Add one or more lessons to your campaign. Lessons are presented to experts in the order you set in the Advocacy Platform. An expert must complete the lessons in that order and may not skip ahead.

For an expert to access the incentive, all lessons in an Education and Seeding Campaign must be passed or completed. Quizzes attached to a lesson are tools to validate the expert's comprehension of the lesson content. You can learn more about managing your campaign's lessons.

Managing your campaign's incentive

You can add one incentive to a campaign. You can learn more about managing your campaign's incentive.

Configure your campaign's messaging.

Here, you can configure your campaign's visual presentation on ExpertVoice. 

1. Start by configuring the Campaign Card.
   • Upload a Campaign Image (at least 1800 x 400 pixels) 
   • List up to 3 Product Categories to inform experts about this campaign. (25 characters maximum; separate each word by commas, e.g., Apparel, Hiking)
     
     • TIP: Adding categories boosts e-commerce conversion rates by 5%+ on average, or use a Campaign Headline instead.
2. Next, complete the Campaign Overview & Instructions.
   • Crop the Campaign Banner Image if desired
   • Add a Campaign Headline (25 characters maximum)
   • Add a Campaign Description (250 characters maximum)
   • Add a Course Title (100 characters maximum)
   • Add a Course Description (250 characters maximum)

Save your campaign and continue.

Establish your campaign's availability.

At this point, you are ready to preview your campaign, start it immediately, or schedule it to start at a later date. Learn more about managing your campaign's availability and promotion.

Monitoring your campaign's performance

After publishing your campaign, you can regularly monitor how your campaign is performing using these best practices.