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The Merriest Campaign: ADT Is Paying Creators $30K to Stay Safe at Home

As the #1 smart home security provider in the U.S., ADT wants to help keep you safe at home this holiday season.

When the pandemic hit earlier this year, many brands had to shift their content strategies. ADT was no exception, pivoting their content strategy to focus on ways to keep their customers safe in their homes. In an effort to spread the cheer, the brand is offering a total of $30,000 to content creators to show their audience their favorite #SafeAtHome moments. From baking cookies with the kids to having a cozy moment by the fire, we know the holidays may look a little different this year but that doesn’t mean they can’t be as special.

ADT began sharing creators’ activities, recipes and resources in formats unique to each social channel, diversifying their content to follow platform best practices. This new approach was relevant and relatable. As a result of this shift, ADT saw organic reach skyrocket, increasing organic reach 2,400% year-over-year.

This new value exchange content was also highly sharable, resulting in a 7,572% increase in shares year-over-year. To inspire more of ADT’s community to share their own content, the security brand created the ADT Safe At Home Facebook Group, where members can come together and engage with one another.

By partnering with content creators through AspireIQ, ADT is able to efficiently create value exchange content their followers love. Some of their community’s most-loved content has included recipes developed by influencers like Ecline Eat’s Cranberry Sauce Recipe that has been shared over 11K times Facebook and liked by 151K people on Instagram.

To amplify the #SafeAtHome for the Holidays social campaign, ADT is partnering with AspireIQ to build a larger community of content creators. ADT wants to celebrate your new traditions this season and beyond as they continue to promote their Safe At Home campaign going into 2021.

ADT is still looking for creators to contribute to the campaign going forward. To be a part of the movement, show ADT how you’re staying Safe At Home this season and you could receive a portion of the $30,000 ADT is paying out up until December 15. Apply for the campaign on AspireIQ.com.

And if you want help creating your holiday brand strategy, AspireIQ has a helpful holiday microsite, where you can find data, best practices, and even a timeline of when your campaigns should run.

Looking forward to seeing all your cozy holiday moments.


Post by Maren Hamilton, Senior Manager of Digital Brand at ADT.

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