A Seeding Campaign is a campaign type that focuses on seeding products (usually at a discount) to select experts. The target expert audience will receive an exclusive reward for your products without requiring any educational lessons to unlock the incentive.
Because experts have 22x more conversations about the brands and products they love than the average consumer, launching campaigns with the right experts at the right time is essential to help more consumers make better purchasing decisions. Every time an expert logs into ExpertVoice, they can engage with campaigns and discover something — seeing your brand's latest products or purchasing from your product line.
Note: Access to features within Campaigns varies based on your subscription level. If you would like access to all features, contact your Customer Success partner.
Seeding Campaign uses and best practices
Brands using Seeding Campaigns have found success on ExpertVoice when:
- Offering a discount on products to a set group of experts (aka a pro deal)
- Reducing overstock or remnant inventory
- Underwriting a deeper discount to a separate select audience
- Awarding experts in a community with a single-use coupon code
- Supporting a limited-time friends-and-family sale
How to create a Seeding Campaign
A Seeding Campaign has step-by-step instructions to guide you through building and publishing a campaign in the Advocacy Platform. You can work ahead in different steps, but remember to save each step.
- Targeting - An audience of experts
- Incentive - A single store, deal, or incentive you are offering
- Messaging - Define how the campaign will be presented
- Availability - When and where the campaign will be accessible
| Tip: If you have everything necessary to create a campaign, follow the instructions below. If you don't, create the incentive for your campaign in the Incentive Library. |
To get started, visit the Campaign Manager in the Advocacy Platform. From the prompt at the top right of the page, click Create New Campaign and select Seeding Campaign. Give your new campaign a unique name.
- 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.
Managing your campaign's incentive
You can add one incentive to a campaign. Learn more about managing your campaign's incentive.
Configure your campaign's messaging
Here, you can configure your campaign's visual presentation on ExpertVoice.
- 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.
- 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
Now, you are ready to preview your campaign, start it immediately, or schedule it to start later. You can also manage additional promotional opportunities to increase your campaign's visibility on ExpertVoice. Learn more about managing your campaign's availability and promotion.