Dr. David Perlmutter's Summer Brain Challenge

To kick off Summer 2019, we ran the #SummerBrainChallenge campaign on Dr. David Perlmutter’s Instagram from June 1 - 21. The campaign was anchored with daily challenges/tips/reminders for followers, and encouraged them to share our content/create their own as examples of each day’s challenge. The goals of the campaign were to:

• Help push us towards our short-term audience growth goal of 100K followers

• Introduce Brain Wash themes to our audience in an organic fashion

• Driver user-generated content creation for both the short- and long-term

In addition to our daily challenges, we supplemented our content with a mindbodygreen piece to kick-off Week 2, video check-ins from Dr. Perlmutter, an email send, and a high volume of UGC placed in our Instagram stories. And all of this without a single dollar of paid media or partnerships.

In short, the campaign was a rousing success. Here’s why. During this three week period, we drove over 5,000 new followers to our account. After netting out with unfollows, this made for audience growth of 4%, without any paid or PR support. In just 21 days.

During this time we weren’t just growing our audience, but reaching them with great frequency too. Our impressions over the trailing period shot up 328%, a significant increase. While part of this is due to a greater frequency in posting (which was up 250%), there is still a meaningful difference in overall growth that is not just attributable to the greater number of posts.

Most importantly, we saw nearly 23,000 engagements on posts using #SummerBrainChallenge and, our favorite statistic, over 500 unique uses of the hashtag by participants in feed posts alone.