Social Media, Illustration, Motion
Gamifying business intelligence to boost social advocacy.
Astrato Analytics, 2023
About Astrato
Astrato Analytics is a self-service business intelligence (BI) dashboard platform, and former sister brand of Vizlib.
The brief
Encouraging interactions, comments, and social advocacy
As Astrato was a brand in its infancy, a large proportion of my role was to capture attention on the brand’s social channels through exciting visual content. Alongside the top-of-funnel marketing team, we decided to develop a series of light-hearted competitions which aimed to gamify business intelligence:
To promote an event, or an Astrato product or feature, in a wider context
To inspire use of the Astrato platform, both by existing and prospective customers (the latter via free trial)
To encourage interactions, comments and social advocacy across Astrato’s channels - for example, via voting mechanics
Process & research
We could do a lot, creatively, for each campaign – static graphics, carousels, stories, reels… the list went on. To get Astrato’s followers involved, we needed to get them liking, commenting, sharing, or even producing their own content via the Astrato platform.
It was also important to consider the following:
Purpose
Each contest had to fit within a specific context (whether that’s an upcoming event, or a product launch) and must include relevant complementary imagery and content. We considered contests for March Madness, Snowflake Summit, Big Data London, and other industry events Astrato was due to attend.
Interactivity
Every asset for these campaigns needed to be created with interactivity and reactivity in mind. This meant bold, eye-catching visuals, fun hashtags, and clear CTAs that would direct Astrato followers to join in the fun.
Excitement
Allowing a competition to span over a number of days or weeks can increase excitement and overall engagement, but involves more visual assets (and more forward planning!).
Solution & impact
The fabulous Vegas viz contest
Created in Summer 2023, with the aim of promoting our attendance at Snowflake Summit in Las Vegas that year
We planned an interactive contest, playing off the theme of Las Vegas casinos
We asked staff to create their own original Astrato data dashboards relating to specific use cases
Once dashboards were submitted, I produced eye-catching themed carousels using imagery that mirrors Vegas at night
LinkedIn followers ‘placed bets’ on their favourites by reacting to each carousel, and the winning staff member won a prize
Bonus name generator
As the Snowflake Summit 2023 contest campaign was so well received by our followers, I created a bonus Vegas show name generator to encourage further comments and discussion across the Astrato social feeds prior to the event launch.
The March mad-dash contest
The March Mad-Dash Contest was a lifecycle marketing project which mirrored the branding and competitive themes of the NCAA Division I US Basketball Championship Tournaments.
Aimed at encouraging existing Astrato customers to develop creative data dashboards and engage in some healthy competition
Each dashboard would be pitted against each other in a sports-style knockout each week, determined by social voting
I produced a dramatic video for this campaign using the Mad-Dash logo and knockout board developed by our Senior Designer; meeting the conclusion of the contest with the same enthusiasm as the competitors had throughout
Campaign results:
Total Reactions: 212
Average Reactions per post: 43*
Total Comments: 49
*Typical post reactions during this period circa 15-20
“Having worked with Lizzy closely across two businesses – in disparate industries – I can completely vouch for her competence and versatility, be this in producing social content, infographics, or whitepapers and reports.
She stands out in being simultaneously creative and friendly as well as diligently organised and professional. In all cases, Lizzy delivered on time and to an exceptional standard. I cannot recommend her highly enough.”
James / Former Content Writer, Astrato Analytics