PR agency: Schwartz PR (San Francisco)
Campaign: The RetailMeNot Holiday Giveaway
Duration: November 15-December 2009
Budget: Less than $20,000
RetailMeNot.com, a site for online discounts and coupon codes, sought to drive traffic. Knowing that Twitter users tend to shop online, it worked with Schwartz PR to reach its key demographic of women ages 18 and 39.Strategy
The team also wanted to build a Twitter following for announcing new merchants, discounts, and offers to help drive traffic throughout the year. In July, RetailMeNot launched a short-term Twitter gift-card giveaway.
"We theorized that if we had continued the July campaign a bit longer, we would have seen a more viral effect take hold," says Bevan Clark, cofounder of RetailMeNot.
Instead, the team revived the effort in November and gave away a $100 gift card every day between Black Friday and December 22.Tactics
To qualify, consumers needed to tweet the name of the online store where they would spend the most money during the holidays, include #retailmenot in the tweet, and then follow RetailMeNot to find out if they won the gift card.
"We tried to communicate how user-friendly the Web site is," says Jason Morris, SVP at Schwartz, adding that the firm compiled data on the most popular responses to build relationships with vendors. The team also managed a Facebook page and reached out to bloggers.Results
The effort resulted in more than 40,000 #retailmenot tweets and more than 2,000 new followers. There was also a 70% increase in referral Web traffic from Q4 to Q3. Post-holiday traffic remained strong in 2010. Future
RetailMeNot will continue to work with Schwartz, which is considering other Twitter efforts.