Small Business, Gruber Photographers Achieves Impressive Gains With Social Media, Leveraging Company Resources

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New York Wedding Photographers, Gruber Photographers grows Facebook fans by 3000% and reaches core target audience in just 7 weeks.

"The contest campaign helped to grow Gruber Photographers’ fan base from 30 likes to 930 in just a month and a half... This is clearly a company that understands its fan base."

Premier New York Wedding Photographers, Gruber Photographers have achieved an impressive 3000% increase of extremely relevant followers to their Facebook page, gathered largely within a matter of just 7 weeks.

The Gruber Photographers campaign was a “like us to win” contest leveraging a give away of Wedding photography services. The contest in combination with a produced video of the results that Gruber produced, generated significantly more brand awareness and visits to the company’s website. The online mentions of the brand were up significantly within social media sites and organic traffic to the website from Facebook grew to all time high levels with new business opportunities.

The campaign consisted of a sweepstakes for anyone who “liked” Gruber Photographers’ Facebook page would be given the opportunity to be enter to win a free day of photography by Terry Gruber himself: a renowned celebrity photographer. This prize was quickly picked up and passed around the digital community and supported by Facebook’s “Sponsored Stories” feature, and with some additional paid advertising, the contest campaign helped to grow Gruber Photographers’ fan base from 30 likes to 930 in just a month and a half.

Most noteworthy about the 930 followers is that the vast majority of them are in a highly targeted, locally specific demographic in engaged marital status. Out of the total number of Gruber Photographers followers, 92% of the ones who share residency information on Facebook were from the service area of the company and 89% were from NYC.

Capitalizing on the success of the “Like Us to Win” campaign, Gruber Photographers went above and beyond what would be expected of a company’s first-time social media stint and produced a crisp and entertaining video announcing the winner of the contest. One very lucky bride-to-be had her Facebook profile image pulled out of a hat and called out on camera by Terry Gruber.

"The success of the Gruber Photographers campaign clearly demonstrates how a small business can utilize its own in-house resources in a creative and effective way to gain real ROI using social media," said Michael Coppola, CEO of Path Interactive. "Not only is the new fan base highly relevant to their business, but Gruber also gained impressive brand awareness and utilized Facebook as a viral way to showcase their work."

Gruber Photographers are now hoping to continue this growth pattern by hosting additional similar contests. The goal behind this effort is to engage the most relevant fans with the Gruber brand, having them looking out for and socially share future opportunities to win free luxury photography services.

Gruber Photographers is clearly a company that understands its fan base.

Path Interactive, who consulted in the project, provides strategic social media marketing work for brands and small business clients.

About Gruber Photographers
Gruber Photographers is a New York City photography studio that pioneered the shift to photojournalistic, documentary-style wedding and event photography. We are an innovative, modern studio that pushes the field forward while respecting and preserving the unique beauty and authenticity of traditional forms and textures.

About Path Interactive
Path Interactive is a dynamic search marketing company that brings online marketing to the next level. Founded in early 2005, Path brings a unique approach to pay−per−click search management and organic website optimization. Our marketing team draws its strength from a diverse mix of media professionals, whose expertise spans both the traditional and electronic media as well as experience in both local and national markets.


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Christa Romano

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