Project Description

Project Description

Better Homes and Gardens Real Estate wanted to celebrate their reaching 100,000 fans on their Facebook page.

NM+U worked with the brand to implement a promotion featuring a giveaway of custom cookie cutters shaped like a house.

The promotion was announced with commemorative graphics and posts, it went live once the 100,000 fan mark was crossed and the first 100 lucky fans to fill out the form received their cookie cutter. Once the first 100 submissions were received and the prizes were exhausted, the form changed to display a sugar cookie recipe instead.

Outcome: The cookie cutters were gone within 30 minutes of the promo going live, by the end of the day an additional 1,500 members had been added and by the following weekend the brand had surpassed 105,000 fans.

Technical Details: To manage the promotion, a conditional form was developed and implemented on the brand’s Facebook page. This custom form was designed to self-terminate after 100 submissions, at that point the form switched to a sugar cookie recipe with download capabilities.

Strategy 28%
Social 84%
Digital 47%
Design 93%
Copy 20%

Key Elements:

  • Social at the core: the campaign’s microsite featured tight integration with Facebook and invited participants to share with their friends.
  • Engaging: in order to keep participants engaged after entry, we added a hashtag contest component. The hashtag contest featured a new challenge every week, asking users to take a photo based on the weekly theme and hashtag it with #radissonforlife. The hashtag content boosted engagement and reward participants with additional entries for the sweepstakes.
  • Multi-network: users were encouraged to post their hashtag visuals on the network of their choice and aggregated entries from Twitter, Pinterest and Instagram using a dynamic content aggregation tool at radissonforlife.com.
  • Marketing support: a comprehensive campaign featured digital advertising, blog seeding, social media advertising, as well as on-location and e-mail database marketing initiatives.

Key Outcomes/Results:

  • 53,000+ Sweepstakes entries
  • 189,000 Microsite visits
  • 3,900+ Photo entries in hashtag contest
  • 57% Increase in Twitter followers
  • 15% Increase in Facebook followers, to over 100K
  • 2,987,895 Impressions on social channels

Conceptual Design Samples