Client: Sweet'N Low, a Cumberland Packing brand (Brooklyn, NY)
Agency: Kellen Communications (New York)
Campaign: Nice Work Promotion
Duration: September 20-December 15, 2012
As part of ongoing efforts to reach out to younger consumers while also maintaining strong relationships with existing older customers, Sweet'N Low and AOR Kellen Communications partnered with producers of the Broadway musical comedy Nice Work If You Can Get It.
“It was a nice fit to embrace young and current consumers because the show's demographic is 65% female, ages 25 to 55,” says Sweet'N Low brand manager Monica Oliva. “And one of the show's songs, ‘Sweet and Lowdown,' fit perfectly.”
A “Sweetest of Sweepstakes,” which gave participants the opportunity to win a trip to New York to see the show, was designed to bolster the brand's consumer database for ongoing outreach and to boost and engage its Facebook audience.
Two New York City events and media and blogger relations also drove awareness.
Kellen account supervisor Alana Sorrentino notes the theater's two bars dovetailed nicely with the brand's ongoing promotion of low-calorie drinks, and a “Sweet and Lowdown Lemonade” recipe was created for this campaign.
A press release announcing the campaign was sent to traditional media outlets and bloggers covering theater on September 20. Bloggers covering giveaways were also targeted.
The random drawing sweepstakes ran September 20 to December 15 on www.sweetnlowpromotions.com and was promoted on Sweet'N Low's Facebook page. Entrants provided their name, email, and phone number for the chance to win the grand prize of two VIP tickets to the musical that included meeting the stars backstage, two plane tickets, two nights in a hotel, and various Sweet'N Low souvenirs.
The campaign was promoted regularly on the musical's Facebook page and in a September e-newsletter.
Message-trained street teams handed out co-branded Sweet'N Low packets and flyers at New York City's Food and Wine Festival on October 12 and at the Macy's Thanksgiving Day Parade on November 22, where the musical's cast members performed. One packet with a gold star was handed out during each event, and the recipients each won two show tickets.
Facebook posts promoted the street teams' location and the chance to win show tickets from them.
More than 35,000 new Facebook likes were garnered, and the sweepstakes drew 15,307 entries.
Sweet'N Low packet share among artificial sweeteners increased .2 points in the latest 12 weeks ending December 30, 2012, compared to the like period last year, according to Information Resources, Inc.
“We attribute this to a variety of campaign efforts including the Sweetest of Sweepstakes,” says Oliva.
Oliva is “extremely pleased” with Facebook engagement, noting it helped to significantly boost the brand's likes, which climbed from just 200 in June 2012 to nearly 130,000 in January 2013.
Sorrentino says at least 20 placements were earned in outlets such as Broadway.com and Sweepstakes.com.
Plans for this year include several new partnerships and lifestyle promotions, such as three events with Self and events in five markets with Shecky's. New Facebook promotions and drink recipes will roll out throughout 2013.