Campaign: Stock+Field’s RV Giveaway
Client: Stock+Field (retail store chain)
Roles: Copywriting, photography, graphic design, posting & community management
Goals: Increase store traffic and sales, create positive PR for the store, fundraise for a charitable organization, grow social/email
In an effort to boost store sales as well as to find a way to give to a charitable organization, the marketing team was tasked with figuring out how to give away the Stock+Field corporate RV in a way that would drive in-store traffic. Our team came up with the concept of using scratch-offs that were attainable by making a charitable donation to Toys for Tots in our stores. There was also a no-purchase-necessary entry form on our website.
The social media campaign for this giveaway mainly focused on using enticing images of the RV parked in scenic locations, mixed with calls-to-action to enter to win by simply making a donation to Toys for Tots.
Results:
2,000+ Entries
1,400+ Donations
Increased Store Traffic & Sales
Social Following/Email List Growth
“Give a little and you
could win a lot!”
To drive entries, we mostly used organic social posts, in addition to email marketing and in-store signage. I took a trip to Illinois to take photos of the RV which were then used in our marketing. Our team used photo manipulation and editing techniques to transform images of the RV in a store parking lot into scenic road-trip shots in well-known travel destinations across the country. We used these images to sell the theme of “take your dream road trip” to encourage donations and entries to win.
During the giveaway, the RV traveled to nearly all 25 store locations and photos were taken of the store employees with the RV. We also encouraged social engagement by offering bonus entries to those who spotted the RV and posted photos of it to their social media.
“We have a winner!”
After the contest closed on December 24, a winner was randomly selected. Melissa R. from Warsaw, Indiana was the lucky winner who got to take home the Stock+Field RV. I posted photos and an interview video to our social media to wrap up the giveaway.
Overall, the giveaway was well-received and our goals were met, including giving back to a charitable cause.