Client: Coromega (Vista, CA)
Agency: Rachel Kay Public Relations (Solana Beach, CA)
Campaign: Coromega Omega-3 Sweepstakes
Duration: January 9, 2012 – February 10, 2012
Budget: about $10,000
Walgreens began selling one of Coromega's omega-3 products nationwide last summer. Early this year, Coromega and AOR Rachel Kay Public Relations launched a social media sweepstakes campaign co-branded with Walgreens to drive sales.
“It was important to strengthen the relationship and use PR to engage the Coromega consumer and the Walgreens consumer,” explains associate brand manager Jodie Munyer. “The main point was to drive sales at Walgreens.”
A sweepstakes hosted on Coromega's Facebook page from January 9 to February 10 was the focal point. A $300 Walgreens gift card and six-month supply of Coromega was the grand prize. One weekly winner received a $25 Walgreens gift card and a month's supply of Coromega, and all entrants got a $3 Walgreens general coupon.
Facebook ads supported the effort.
“The campaign revolved around the daily communication with people who were new to the page and existing consumers,” says agency president Rachel Kay. “[It's] important to constantly communicate with these people and keep them engaged and motivated. And we were able to get data from them, including their preferences and thoughts, and respond immediately. You can't get that level of relationship building with media relations.”
To enter, participants had to like the Facebook page and enter their email address. They could opt-in to receive Coromega's newsletter. Kay says the barrier to entry was kept low to reach the largest audience possible.
Posts included educational content about omega-3 products and general health and fitness content.
The team provided educational posts that integrated sweepstakes messaging for Walgreens' Facebook page. Walgreens' social media team also regularly posted messages promoting the sweepstakes.
Munyer reports a 12.7% increase in sales in Walgreens stores for the first three weeks of the sweepstakes. On average sales were up 59% from the baseline since Coromega has been available in Walgreens.
“The 59% increase was for the entire run of the campaign, but we were doing additional online promotion outside of the campaign,” Munyer adds. “Still, these are some of the highest weekly sales numbers in Walgreens we've ever seen.”
Facebook impressions topped 14 million. Coromega's Facebook page picked up 8,476 new likes, finishing the campaign with 18,545. Likes are now close to 30,000.
The campaign also garnered 9,225 contest entries and 6,338 new newsletter subscribers.
Coromega will continue media outreach, and Munyer says additional resources will be allocated for social media given the success of this campaign.