How Custom Alarm Won the 2019 SAMMY Award for Best Social Media Campaign

Custom Alarm targeted mothers by teaming with Rochester MN Moms Blog for a yearlong social media campaign that achieved great success.

There is arguably no one more protective than mothers. This makes them the perfect prospect for security products. Rochester, Minn.-based Custom Alarm targeted this demographic by teaming with Rochester MN Moms Blog for a yearlong social media campaign that achieved great success.

The blog has a social media platform with 9,869 Facebook likes and more than 800 Twitter followers. The social media campaign provided products, information, safety tips, how-to’s and promotions specific to their needs of keeping their family safe, connected and protected.

Blogs were written on various topics based on time of year and current events, including preventing frozen pipes, spring break preparedness, summer safety, back to school safety, fire prevention and holiday safety.

“Throughout the year we had six blog posts, six Facebook live appearances, 12 social media mentions, four printable checklists, plus advertising boosts. We were very active with shares, comments and likes between the two different pages (Moms Blog & Custom Alarm) with cross-promotion,” says Anna Bradt, marketing & communications manager, Custom Alarm.

Interactivity played a major part in the campaign, with Custom Alarm creating a poll asking users about their biggest safety/security concerns. With the information gathered from the poll, the company then created a special package to address the specific needs that were cited. Products promoted included Honeywell Total Connect cameras, a Z-Wave lock and environmental sensors.

Bradt also says the company saw the largest interactive response to its Facebook Live videos, one of which received 53 comments. The company then went in and responded to the questions or comments viewers had about the content discussed in the video.

Custom Alarm says the campaign increased its monthly lead generation by 10%. Blog posts with Rochester MN Moms Blog saw a reach increase of 320%, while on average pageviews for the blogs went up more than 1,000%, plus tons more social media mentions.

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About the Author


Steven A. Karantzoulidis is the Web Editor for Security Sales & Integration. He graduated from the University of Massachusetts Amherst with a degree in Communication and has a background in Film, A/V and Social Media.

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