Case Study
Unlocking Customer Loyalty: The Impact of a Giveaway for a Major Mattress Retailer
How a Giveaway Created Community for Large Mattress Retailer
Large Mattress Retailer (LMR) is a well-established company specializing in premium mattresses and sleep accessories. They approached Fifth & Cor to create a captivating giveaway campaign to boost brand awareness, engage their audience, and ultimately increase sales.
Campaign Objectives:
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Increase brand visibility and awareness.
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Engage the target audience and foster a sense of community.
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Grow LMR’s social media following and email subscriber list.
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Drive traffic to the LMR website.
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Gather user-generated content (UGC) for future marketing efforts.
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Track and measure campaign success through key performance indicators (KPIs).
Strategy and Planning:
Fifth & Cor's team of experienced digital marketers devised a comprehensive strategy to meet LMR's objectives:
1. Prize Selection:
The team decided on a mid-value prize – a bundle of bedding accessories priced at $600. This prize had broad appeal and was relevant to the target audience.
2. Platform Selection:
To maximize engagement and reach, Fifth & Cor chose to run the giveaway campaign primarily on Instagram.
3. Campaign Timeline:
The campaign was scheduled to run for one and a half weeks, allowing enough time for engagement to build, but not so long that it would lose momentum.
4. Campaign Messaging:
The messaging focused on the importance of quality sleep, the value of LMR's products, and the excitement of winning the grand prize.
Execution:
1. Eye-Catching Visuals:
Engaging and visually appealing graphics and videos were created to announce and promote the giveaway across all platforms.
2. Social Media Engagement:
Daily posts, stories, and interactive content were shared on Instagram and Facebook to keep participants engaged and excited throughout the campaign.
Results:
The Fifth & Cor team's strategic execution of the giveaway campaign yielded remarkable results:
1. Impressions: The campaign generated a total of 14,171 impressions across Instagram and Facebook, indicating substantial reach.
2. Accounts Reached: The campaign successfully reached 10,113 unique social media accounts, expanding LMR's digital footprint.
3. Community Engagement: Participants engaged actively with LMR's social media content, leaving comments, sharing posts, and tagging friends, fostering a sense of community around the brand.
The Final Takeaway
Fifth & Cor's meticulously planned and executed giveaway campaign for the Large Mattress Retailer exceeded expectations. By focusing on a mid-value prize, leveraging the power of social media, and engaging with influencers, they not only achieved their objectives but also fostered a sense of community around the brand. The campaign's success not only increased brand visibility but also laid the foundation for future marketing endeavors, illustrating the value of strategic digital marketing in achieving business goals.