Draw created an online Christmas competition giving users the opportunity to win a gift from F&F each day for the first 12 days of December. We planned and constructed a competition page on the FFmoda website, where users could enter their email address for a chance to win a gift and subscribe to the newsletter. Once a user signed-up, they were directed to a page confirming their entry and revealing the gift for that day.
Local Facebook pages were used to post videos that offered a teaser of the daily gift to inspire new sign-ups and enhance social interaction. Facebook was also utilised to incentivise sharing by giving people the opportunity double their chances of winning. An email was sent directly to F&F subscribers to communicate the sharing incentive and maximise additional reach to the competition landing page. A dashboard was built to display a comprehensive view of live data throughout every stage of the competition. The most pivotal data that directly related to the KPIs was pulled through to the dashboard, and additional tracking was implemented to analyse user behaviour - insightful data that can be used to directly inform decisions for future campaigns.
The lucky winners were announced after the 12 day competition period. Those who didn’t send an email informing them they weren’t successful - giving those who didn’t subscribe to the newsletter another chance to opt-in.
The competition was a huge success - reaching a number of new consumers who actively opted-in to the newsletter, increasing the database by 1.7% and boosting traffic to the product category and store locator pages. Further to this, the follow-up email to non-winners who weren’t subscribed achieved a 10% conversion rate. What a result!