Rewarding customers with a trip to Italy!
Challenge
Barilla aimed to improve brand awareness by conducting a sweepstakes campaign that gave entrants a chance to win a trip for two to Italy. In addition to creating awareness of the brand in general, rewarding existing customers and encouraging new customers to try out Barilla's products was a vital goal and part of the project.
Solution
When Barilla reached out to agency Raven5, they were able to work with them throughout the campaign from start to finish. The primary strategy was designing the contest itself, and all of the graphics, copy and function that entailed. Raven5 was also responsible for the winner selection, social media posts and engagement, support, and post-campaign reporting. At all points during this campaign, Raven5 worked with Barilla to create an engaging sweepstakes that was easy to understand, easy to register for, and easy to determine whether you won or not. How well the process flowed on their site was the most important, as this was meant to reward customers and engage new ones, so it had to be seamless. With this in mind, the campaign was driven by email and social posts. Entrants could share the program to receive bonus entries and additionally could post their own dish to Instagram with the correct hashtag and tagging the brand to receive a bonus entry. This was not only simple to do, but created further engagement simply by entering. In addition, the campaign had to also be visually to be in line with Barilla's brand.
Results
With just under 100,000 total responses to the sweepstakes, much of which came from social media engagement, Barilla's campaign with Raven5 was considered a huge success!
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