In 2015, Werther’s Original engaged Oxford to develop an encore presentation of a successful 2014 social promotion. Specifically, we were challenged to:
Our social media, digital and creative teams pulled out all the stops to develop a compelling campaign. We not only utilized Werther’s ongoing partnership with Disney Alliances® to create excitement in-store and expand online audiences, but also introduced a gamification layer to the sweepstakes to increase entries and user engagement. Tactics were highly integrated to maximize the power of each channel in the marketing mix.
To support the Unwrap the Magic Sweepstakes, we ran a Promoted Post campaign designed to generate engagement and participation. We targeted three primary audiences based on relevant interests. Paid advertising pulled in 50,800 clicks to the sweepstakes microsite and a 7% engagement rate.
To track the impact at retail, vanity URLs were included in the creative for the FSIs and tear pad. Number of entries (total and unique) as well as top locations were tracked weekly for the length of the sweepstakes to pinpoint key regions for sales and brand interest.
Using the current opt-in mailing list, two emails were sent to recipients that included information and links to the campaign elements ‐ Sweepstakes, e-recipe booklet, and coupon.
Werther’s partnered with blogger network, Mom It Forward, to execute a blogger program that raised awareness of Soft Caramels through a product review, blog post, and recipe creation. Highly popular food and lifestyle blog, Six Sisters’ Stuff, joined in the program. Six Sisters’ Stuff quickly became a fan of Werther’s Original’s new Soft Caramels and continued to use the product in a recipe even after the sweepstakes ended.
GSD&M ran a digital advertising campaign throughout the entire length of the sweepstakes, utilizing two sets of creative to drive two separate calls-to-action ‐ download a coupon and enter the sweepstakes.
The fall 2015 program set the stage for future online promotions proving that consumers want to engage with sweepstakes outside of a simple Enter-to-Win. Werther’s is continuing to build on the success of the gamification by expanding the levels of engagement for future promotions.