Create awareness for the new line of Vileda Scrunge sponge products with an integrated digital marketing campaign designed to increase sales, consumer participation, coupon redemption and marketing database for future targeted marketing communications.
Goals
- Develop 5-week online sales promotion with Grand Prize Getaway
- Create TV commercial – for use on TV and online to introduce new products and drive traffic back to microsite (English & French)
- Create BOGO Coupon for contest period and handle redemption (English & French)
- Online media buy: target women 18-55 interested in home décor, maintenance, cleaning (Chatelaine, Canadian Living, etc…)
Creative & Communications Concept
Psychographics: Vileda makes cleaning easy so you can get back to what matters most in life – relaxing + enjoyable life experiences
Reward: Grand prize trip for 2 to Spa Jade Riviera in Mexico by iTravel2000
Entice: Many life experience prizes to be won: movies, restaurants, day spa and Vileda Scrunge products!
DETAILS
CLIENT
Vileda Scrunge
CATEGORY
CPG Home
Results
- Media buy delivered 9 million impressions
- 80,000 contest entrants across Canada
- 5,795 increase in social likes + newsletter opt-in
- 30% redemption rate – BOGO coupon
- 20% lift in POS (over same period last year)
Testimonial
“We were very pleased with the results of this integrated digital marketing campaign. This was by far the most successful, and cost-effective promotion for Vileda, to date” – Vileda Marketing Manager
Watch ENGLISH 30-second Commercial
Watch FRENCH 30-second Commercial