Aaron’s primary target is low income consumers. Their average household income is under $3,000 a month. We decided to invest a big chunk of our digital media budget on our low income customers instead of giving it to Mark Zuckerberg. Every time a customer posts a picture or a video promoting our products, we pay them $1 for each “like” they get.

Implementation was easy and followed all legal guidelines, we simply presented our current customers with the opportunity to make some additional cash and they were more than happy to do so. Their preferred medium was Facebook and the effort ran for a month nationwide. We were able to reach our customers’ friends and family who are also potential customers for Aaron’s. Our customers appreciated the efforts which in turn resulted in priceless loyalty and positive brand perception. Engagement for the brand was higher than past media buys in Facebook.

We turned our customers’ Facebook walls into a New Media.

They became influencers who recommended our products to their friends: All potential Aaron’s buyers.

Engagement was higher than what we get with a typical Facebook buy.

Our Customers got some extra money, which really counts for them.

“Budget for the People” is a program designed for Aaron´s primary target: low income consumers. We contacted them via our email database, our Facebook page, Twitter, and face to face at our stores. We decided that instead of investing all our digital media budget on Facebook ads we would use a big chunk of dollars to make influencers out of our customers and help them out a bit while at it. Our customers posted unedited or monitored posts on Facebook. Their friends liked, shared and commented. We can’t think of any more valuable and authentic media than that. It doesn’t hurt that engagement for the brand was also higher than past media buys in Facebook.

“Budget for the People” is an innovative way to approach social media placement and investment. We turned our customers social media profiles into a new medium for Aaron’s.