The Brief:
Leading SA furniture and decor retailer, Weylandts, wanted to grow its social presence – specifically on Facebook – over the summer season. They asked Cow to conceptualise and execute a social-media-based promotion in order to acquire more Facebook Likes and by extension, more reach with their content as well as gain more user interaction with the brand.
What we did:
Cow came up with the Summer Catalogue Competition, where we asked Weylandts fans to pick their favourite item from the summer range for a chance to win it. The competition was aligned with the print catalogue and launched at the same time.
The competition was also supported and seeded successfully by a Facebook Ad campaign; it also gained traction from the share option we implemented into the entry mechanism for the competition, where users were urged to share their Summer Catalogue pick with their contacts.
The results:
The number of Facebook Likes grew 7.6 times what it was before the competition commenced. 26.41 % of these Likes were achieved from ads, 48.41% from sponsored stories, and 25.18 % gained from organic/ viral spread. 79 % of competition entries were unique, while 74 % opted in to the Good Living Programme database.
