The Project:
Lactaid was a little late to the social media game and wanted to build a solid foundation of fans in a short amount of time - but they wanted to confirm those fans were true Lactaid likers.
The Strategy:
Deliver a tried and true Facebook promotion - the first come, first served giveaway - with a branded twist that reinforces Lactaid's fun personality (and gives fans a sign of things to come now that they're part of the Lactaid community).
The Idea:
Kick off a year of random (but 100% officially recognized) dairy holiday celebrations with National Cereal Day. The first 1,500 fans to celebrate with us scored a limited edition 4-bowl set of Lactaid cereal bowls - a little prize that made a big splash. The only awareness driver would be an e-blast to the Lactaid database, introducing them to Lactaid's Facebook presence and the Cereal Day celebration.
The Results:
All 1,500 sets were gone in 20 minutes (before sweeps sites even heard about the promo), and new fans who were late to the party scored exclusive savings on Lactaid. In 48 hours, the Lactaid page's Likes grew 1,400% to over 15,000, a great starting number for such a niche brand.
Lactaid was a little late to the social media game and wanted to build a solid foundation of fans in a short amount of time - but they wanted to confirm those fans were true Lactaid likers.
The Strategy:
Deliver a tried and true Facebook promotion - the first come, first served giveaway - with a branded twist that reinforces Lactaid's fun personality (and gives fans a sign of things to come now that they're part of the Lactaid community).
The Idea:
Kick off a year of random (but 100% officially recognized) dairy holiday celebrations with National Cereal Day. The first 1,500 fans to celebrate with us scored a limited edition 4-bowl set of Lactaid cereal bowls - a little prize that made a big splash. The only awareness driver would be an e-blast to the Lactaid database, introducing them to Lactaid's Facebook presence and the Cereal Day celebration.
The Results:
All 1,500 sets were gone in 20 minutes (before sweeps sites even heard about the promo), and new fans who were late to the party scored exclusive savings on Lactaid. In 48 hours, the Lactaid page's Likes grew 1,400% to over 15,000, a great starting number for such a niche brand.
