CLIENT OVERVIEW
OverEZ Chicken Coop is a leading manufacturer of premium, easy-to-assemble backyard chicken coops designed for hobbyists, homesteaders, and first-time chicken keepers across the United States.
Known for their durable construction, thoughtful engineering, and customer-first product support, OverEZ has grown a passionate community of flock owners who rely on their coops for safety, convenience, and long-term reliability.
Their brand blends quality craftsmanship with the charm and personality of backyard chicken culture, making them a natural fit for creative, community-driven marketing initiatives.
THE CHALLENGE
OverEZ came to us with a clear goal: turn real chicken keepers into real content creators.
They didn’t need polished studio footage. They needed authentic, vertical, thumb-stopping user-generated content (UGC) that could feed their social channels, nurture their email list, and showcase what life looks like inside an OverEZ Coop.
Their audience was passionate, highly visual, and deeply active on platforms like Facebook, Instagram, YouTube Shorts, and TikTok. What OverEZ lacked was a scalable way to collect user-generated content and the strategy to turn community participation into meaningful marketing momentum.
OUR APPROACH
We built the Feather Your Nest with Prizes campaign, a modern, social-first video contest engineered for maximum engagement and long-term content value.
The campaign centered on:
- A UGC Playbook Built for Today
Instead of long, landscape videos, we asked for short, vertical submissions—optimized for Reels, TikTok, and Shorts.
- Five Creative Prompts That Pull Out Marketable Stories
From backyard glow-ups to chicken POV confessionals, we created a Coop Contest Contestant Guide with each prompt geared to generate content OverEZ could use long after the contest ended.
- A Multi-Channel Launch Strategy
We combined:
- Email marketing
- SMS reminders
- Social content
- Website placements
- Brand-aligned copywriting to build steady excitement, participation, and list growth.
- AI-Supported Enhancements
We used AI where it made sense—mascot graphics, copy refinements, and light post-processing—to improve clarity and performance without ever sacrificing authenticity.
THE RESULTS
The campaign outperformed expectations in every category, delivering measurable wins for OverEZ:
517 new email subscribers
A substantial and highly relevant list expansion built around actual chicken keepers and coop shoppers.
8,542 website visitors
More traffic. More eyes on the brand. More opportunities to convert future buyers.
Noteworthy lifts in engagement across social media
- 7% increase in story interactions
- 8% increase in views
This shift was driven in part by the introduction of clickable video thumbnails and deeper alignment with short-form video behavior.
98 video submissions
And, most importantly: 20+ were instantly marketing-ready, covering testimonials, lifestyle shots, humor, DIY creativity, and community-building moments.
A scalable UGC pipeline OverEZ can use year-round
These videos will fuel future campaigns, ads, nurture emails, landing pages, seasonal pushes, and brand storytelling.
A Hidden Asset Unlocked
One unexpected win from the campaign came from something simple: OverEZ’s own cartoon mascot. Despite being a recognizable part of their visual identity, the mascot had never been named or meaningfully used in OverEZ marketing campaigns. Once we integrated “Rusty the Rooster” into OverEZ’s contest graphics and social posts, engagement spiked, and OverEZ General Manager Rachel Shupp immediately saw new possibilities.
With that insight, she’s now planning to use the mascot as a recurring brand signal in OverEZ’s ongoing marketing.
“Anytime people saw Rusty make an appearance, they knew it was a post for the video contest,” Rachel said. “Now, people know when they see Rusty that it’s going to be associated with either a sale or a special event.”
THE TAKEAWAY
This wasn’t just a contest. It was a brand activation event—one that grew the list, strengthened the community, delivered versatile marketing assets, and helped OverEZ show the world what makes their coops special.
Unlike a previous video contest we ran in 2017 for Amish Country Gazebos (which was built for Facebook’s early video era) this campaign was purpose-designed for a modern, AI-accelerated, multi-platform marketing landscape.
OverEZ now has an ongoing pipeline of real customers, real coops, and real stories—exactly the kind of content that turns browsers into buyers.
