As proud curators of Zig-Zag’s vibrant Instagram feed, we knew we had a very loyal audience. We also knew that smoking is often a very social activity. So, while brainstorming new ways to build Instagram engagement, we developed a promotion modeled after another very popular social activity–March Madness–and Zig-Zag Burnament was born.
Burnament was designed to ignite Zig-Zag’s Instagram followers’ passion by pitting the various Zig-Zag products against one another “bracket style” and then invited viewers to vote for their favorite Zig-Zag “players.”
Each day for about three weeks, two Zig-Zag products would face off. Viewers were presented with whimsical “player stats” for each product, and our designers brought the product packaging to life with the addition of illustrated arms and legs.
The comic illustrations added another element of engagement to the campaign. On any given day you might see the two opponents going for a jump ball, performing Bruce Lee style karate moves, or dancing in the ring with boxing gloves.
Viewers would cast their votes via an Instagram story, which would be followed up with a bracket-style graphic announcing the winner. In true tournament style the competition continued, pitting winner against winner until the final champion was crowned.
The tone of the campaign was campy and fun, keeping with the chill mood of the brand. But was Burnament a social sensation? You be the judge. (Spoiler Alert: it was!)
RESULTS
Zig-Zag Burnament 2018
Ran from March 12 - April 3, 2018
935 followers gained, total follower count 11,609
112,337 total impressions
6,679 total post engagements
Zig-Zag Burnament 2019
Ran from March 17 - April 5, 2019
1,482 Instagram followers gained, total follower count 34,003
10,344 engagements with #zigzag and 9,359 engagements with #burnament2019
203,634 total impressions10,532 total post engagements
Year-over-Year Comparison
Our Zig-Zag Burnament 2019 social campaign generated a 59% increase in total followers YoY.
Burnament 2019 generated an 81% increase in total impressions YoY.
Burnament 2019 generated a 58% increase in total post engagements compared to last year’s Burnament 2018.
