About the client
The client is a leader in the global energy drink market, with a reputation for energising consumers worldwide. In Singapore it wanted to deepen its connection with local fans and build loyalty and preference for its drinks.
The challenge
The brand wanted to stay the first choice in its category and to be seen as a lifestyle brand linked with energy and adventure. Its local consumers are diverse and tech-savvy, so digital channels had to make the experience more personal and relevant to local culture and behaviour. To do that, it needed to know its fans better and be able to reach them again, which is why a Singapore fan database was the first goal.
What we did
We mapped the whole buyer’s journey across devices and touchpoints, with four goals:
- build an online database of local fans;
- encourage repeat purchases;
- raise brand awareness and product recognition;
- improve sales over the promotional period.
The solution was a 360-degree, offline-to-online giveaway campaign:
- Campaign concept. A can-tab giveaway that joined offline redemption to online activation, with automated emails to winners and non-winners.
- Microsite. A mobile-responsive campaign microsite automated entry verification and prize allocation, and collected user information so future messages could be personalised by segment.
- Paid social and search. Facebook and other social ads, plus Google ads, maximised visibility of the promotion.
- Micro-influencers. We approached micro-influencers to grow the social following.
- In-store collateral. Offline materials led shoppers to the microsite.
- Remarketing. A dedicated landing page encouraged people who did not win to keep trying.
Results
- Over 2.5 million campaign impressions.
- A 33.4% conversion rate for people landing on the microsite.
- A 156% increase in social media followers during the campaign period.
- An online database that grew by thousands of fans, ready for future campaigns and brand activation.
The campaign ran for six months in Singapore.
Results in context
| Metric | Result | Period |
|---|---|---|
| Campaign impressions | 2.5M+ | 6 months |
| Conversion rate for visitors landing on the microsite | 33.4% | 6 months |
| Social media followers | +156% | The campaign period |
The campaign ran for six months in Singapore. The impressions figure counts how often campaign advertising was shown. The conversion rate is measured for people who landed on the campaign microsite, which was the single place where in-store activity became an online entry.
The first goal was to build an online database of Singapore fans, so the conversion rate and follower growth matter more here than impressions: they show how many people moved from seeing the campaign to taking part and following the brand. The source describes the database growth as “thousands of fans” and gives no exact count. It also gives no starting follower figure, so the 156% is shown as reported.
Key takeaways
- A giveaway can turn an in-store purchase into a first-party database, if the online step is quick and rewarding.
- Email sequences for non-winners, plus remarketing, keep people engaged after the first entry.
- Automating entry and prize allocation lets the campaign scale without manual checking.
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