Campaign: Stock+Field’s Great Outdoors Giveaway

Client: Stock+Field (retail store chain)

Roles: Copywriting, photography, graphic design, posting & community management

Goals: Increase store traffic, ramp up sales, boost social following and email subscribers, increase general brand awareness

With the COVID-19 pandemic, store sales were low and the CEO challenged our team to come up with a campaign to give away $20,000 to drive sales and reinforce our new branding. Since summer was on the horizon and our store’s tagline is “Real life happens outdoors,” we landed on The Great Outdoors Giveaway, branded as an opportunity for our company to help customers affected by the pandemic with cash prizes to help them get outside.

Results:

• +1,756 Facebook followers (5.61% growth)

• +1,078 Instagram followers (84.28% growth)

• +633 YouTube subscribers (477.52% growth)

• +4,000 email subscribers

• Increased store sales & in-store traffic

To start out, we posted a teaser image announcing that we would be holding a giveaway to help out with the challenges of 2020. Throughout the giveaway, we used imagery and video clips featuring families enjoying the great outdoors to reinforce our branding.

We followed our teaser promotion with an announcement video on our launch day. The video explained how the giveaway worked and how to enter for your chance to win. On the opening and final weekends of the giveaway, each store gave out scratch-off tickets to promote the giveaway as well.

We utilized a third-party social media entry form on our website so that participants could get extra entries by following our social channels and subscribing to our email list. All of our social and in-store promotions directed users to our dedicated webpage which had all the information on how to enter and the full rules and regulations of the giveaway.

Promoting with our winners was a tactic we used throughout the giveaway. The promotion was held from August to October and we drew one winner each month. We invited the winners to their local store to present them with their check, snap some photos, and interview them. We then used this content on our social channels to promote more entries and store visits.

With our giveaway title and imagery, we were able to convey who Stock+Field was and showcase our tagline in a unique way. Using the marketing tactic of a cash giveaway, we brought people into our stores and increased our social following and our email subscriber list. Overall, the campaign drove sales and by highlighting our winners, it humanized the company and showed that we care about the communities we serve.