Our client Fellowes was at a crossroads. So we stepped in and developed a consumer sweepstakes to help.
Over its century of providing goods to business, it had grown, assimilating companies and providers. Problem was, office supplies buyers only knew of Fellowes via a very narrow focus. That is to say, if the supply buyer bought shredders from Fellowes, they would only know Fellowes as a shredder maker. And if someone only bought monitor arms from Fellowes, the company was defined as simply a manufacturer of monitor arms. Indeed, we needed to make people aware of the full breadth of Fellowes offerings—virtually anything and everything that could outfit office spaces, from chairs and desks to air purifiers, ergonomic devices and more.
So, we created a far-reaching consumer sweepstakes. The hook: We understood that, oftentimes, the office can be a drab place. And we wanted to ensure the office could become an oasis, one where comfort and style met and gave people a chance to be their best. We also knew the effort would entail shifting brand awareness, so heavy emphasis was placed on media impressions.
We designed the consumer sweepstakes, the graphic elements, the prize pool, the website, and the ad buy on various social media channels, repositioning Fellowes so viewers could see the breadth of offerings. We also tapped various email lists from siloed Fellowes product purchasers, to broaden awareness and created a drip email campaign to showcase all the Fellowes product offerings to sweepstakes entrants. We even managed the sweepstakes mechanics.
The result: millions of ad impressions at a very low cost. More than 100,000 entries for the promotions and hundreds of thousands of landing page views, views that shifted perceptions of Fellowes and increased awareness of the company’s scope. All through one highly-successful consumer sweepstakes. Not bad.
Content, Digital, Promotions