4M Codes, 12.5K Entries: A Giveaway That Worked

About the client

The client is a leader in the global energy drink market and has held the top position in Singapore for many years. It launched a new zero-sugar variant to the local market. Its goals were to reach current and new consumers and drive sales of the new drink.

The challenge

The Singapore drinks market is crowded, consumers are increasingly health-conscious, and advertising and health rules are strict. The client wanted to:

• introduce the new drink to the Singapore market;
• reach current and new consumers, offline and online, to increase awareness and sales;
• collect consumer data to widen its database and make later campaigns more efficient;
• join up its online and offline marketing channels.

What we did

For three months we ran a 360-degree strategy that combined search engine marketing, Google Display ads, social media and influencer marketing, and offline-to-online activity with marketing automation.

Codes on every can. Four million unique codes were created programmatically and printed under the tab of each can.

QR codes in store. QR codes appeared on shelf-talkers in supermarkets and convenience stores.

Instant prize allocation. When a consumer scanned a code, they found out straight away whether they had won. This instant result is what made the giveaway engaging.

A single point of conversion. A contest landing page captured people’s details and the can code.

Automated process. Data collection, prize allocation and emails were fully automated. Entries went into the CRM, and consumers received emails that built loyalty and encouraged more purchases.

Reach and engagement. We reached consumers at every point of contact through social media, the Google Display Network and influencers.

Results

• 12.5K participations from 4.3K people.
• An average click-through rate of 1.38% on Facebook ads.
• A growing database of consumers for future activity.

Results in context

The campaign ran for three months in Singapore. The 4M figure is the number of unique codes created and printed under can tabs, which is the number of codes available, not the number of entries. Consumers took part 12.5K times, and 4.3K different people took part, which is roughly three entries per participant on average.

For a new product launch, those two numbers show different things: the number of participants shows how many people the campaign reached and captured details for, and the number of entries shows how often they came back. Every entry added to the database the client wanted for later campaigns.

The 1.38% click-through rate is the average for the Facebook ads only, not for every channel in the campaign. The source gives no figures for sales of the new drink, so we do not claim a sales result.