When I led branding and product marketing at Smore, we had incredibly enthusiastic customers who regularly promoted the product on social media. To nurture this organic advocacy and strengthen our relationship with power users, I developed a mailed card + stickers campaign as a highly impactful and cost-effective way to engage with our educator community.

The campaign not only expressed genuine appreciation — it also reinforced a sense of recognition and belonging, sparking short-term social buzz and contributing to long-term loyalty among some of our most dedicated users.