Stationery company Tiny Prints launched a series of online videos April 21 to promote its line of Mother’s Day cards. The videos include a call to action that directs consumers to “like” the company’s Facebook page to receive a coupon for a free Mother’s Day card.
Tiny Prints is displaying the videos on its YouTube channel because it allows consumers to share them and the company measurable response rates, said Anna Fieler, VP of marketing at Tiny Prints.
“We decided to do social video because we wanted to see if [the company] resonates with customers in a more natural and less forced way, versus if we were to put an ad on TV or in any other kinds of traditional media,” she said.
Tiny Prints is tracking the number and length of video views and collecting information about consumers’ age brackets and gender. It is also measuring coupon redemptions through a designated coupon code. The company is using information collected from the campaign for market research on targeting consumers outside its base, which primarily consists of females with young children, said Fieler.
Tiny Prints is promoting the campaign to its social media fans and followers, as well as its email list subscribers.
Tiny Prints began testing social videos with Jun Group in February during a campaign promoting the company’s Valentine’s Day cards.