The Company Store/Social Media/MicroSite Contest
The Company Store, a leading manufacture of home and bath products, (comforters, sheets, rugs and sleepwear), came to us to find them. Traditionally their demographic are women 30-55 years old. Wanting to expand their market reach into the 17-23 year old segment they asked, where are they and how do we introduce them to the brand? Well, we all know girls love to shop but the mall wasn’t the answer. With further thought, the institute of higher learning, college, seemed like a good place to start. Besides shopping, eating and gossiping, we also knew they love to sleep. Hey, It’s not easy being a girl. Our answer, ”The Ultimate Slumber Party.” The program consisted of a contest where the participants would make a bedtime lullaby video and submit it to win a complete room makeover, all expense paid trip to sunny Florida along with a new supply of bedding products, perfect for the college girl living on a tight budget. The Company Store loved it. To get the word out, we hit 15 major college campuses (over 250,000 students) nationwide, via guerrilla street teams. They handed out flyers that announced the contest and enclosed a gift card. In addition, static clings were strategically placed all over each campus also announcing the contest and driving them to a microsite where the rules were served up by way of a funny, in your face, animated rap song. Linked to the microsite was a Facebook fan page where they could sign up and upload their videos. The whole program was a big hit with 8% redemption on the gift card and over 27,000 unique visitors to the site. Thanks girls. Sleep well.