THE CHALLENGE 1) Increase engagement with current consumers and 2) Identify and engage with new audiences. THE STRATEGY Create a sweepstakes with lots of different prizes – a different one every day – and then market each of those individual prizes to specific groups. For each of the mini-campaigns, we used Facebook’s targeting tools to create hyper focused ad campaigns and promote the prize with narrow, but enthusiastic audiences. THE RESULTS Reach on Facebook: 21 million people Shares: 37,421 Likes: 90,228 Comments: 35,341 New Fans: 132,725 Sweepstakes entries: 405,728 Reach for all media: 58.2 million The “31 Days of Fun Campaign" did an excellent job engaging Purex’s current customer base, as evidenced by the likes and shares. More importantly, the campaign was a great example of how market segmentation, combined with micro-targeting, can produce spectacular results and drive brand awareness into multiple new audiences. For example, we ran Facebook ads targeting Moms that Like "sewing" and got them excited about a chance to win a new sewing machine on the specific day that prize would be awarded. In essence, we used something our target customer really likes to generate awareness for something we really like: Purex Laundry Detergent. These mini-campaigns, set within the larger campaign, were highly effective in attracting new visitors and driving exposure for the brand. GREAT VISUALS The constantly changing prizes and associated images decreased the “fatigue" that can occur when frequently posting about the same topic. We were able to create completely new and different art for each prize, allowing us to post every day and still remain an exciting part of the audience’s feed.
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