There’s an old saying: “Strangers are just friends you haven’t met yet.” In a digital world where the word “met” has taken on new meaning, card game company We’re Not Really Strangers uses its social channels as a way to drive home that we are, well…not really strangers at all.
With more than 3.7 million followers on Instagram, the purpose-driven card game centered around sleek red and white question cards generates deeper conversations than your run of the mill game. For example, questions range from “Do you think I’ve ever had my heart broken?” to “What do you think I do for a living?” depending on what level (or round of the game) you’re on.
But it also takes a different approach to how it markets itself. It’s really an avant garde strategy, relying on both gut and data.
Marketing Brew recently chatted with the company’s VP of Digital + E-commerce, Jessica Potts, to talk about how to marry the vibes with the numbers that steer a brand’s marketing strategy sailboat.
The unplugged version of email marketing, the brand’s emails are a far cry from both typical promos in your inbox (which are often loud graphics that overtly showcase products) and its more intricate image-based strategy on other channels.
While Potts declined to discuss revenue, ROI, and all that other in-the-weeds metrics jazz, she said that on Instagram, the brand sees an average engagement rate of 4.87%—that’s more than double the engagement rate of the…