Brand: Nestlé Nescafe
Program: 'Get Rich Quick' Campaign
Background:
Following the success of the 2022 'Get Rich Quick' campaign, Nestlé Nescafe aimed to rejuvenate this popular promotion by offering even more enticing rewards to its consumers.
Challenge:
To replicate and enhance the success of a prior campaign, Nestlé Nescafe needed to attract both repeat participants and new customers by offering innovative rewards that would stir significant interest and engagement.
Solution:
The agency developed a bilingual (English and French) instant win program complemented by a sweepstakes overlay. This program was designed to cater to a diverse Canadian audience, allowing participants to upload their purchase receipts online for instant rewards and sweepstakes entries.
Program Mechanics:
Instant Win: Participants could upload their till slips via the campaign microsite (Made with Nestle) after purchasing qualifying Nescafe products. Each upload provided a chance to win a daily prize of a R5000 pre-paid digital card.
Sweepstakes: Each receipt also counted as an entry into a monthly sweepstakes with a grand prize of a R100,000 check.
Non-Purchase Participation: For those without a purchase, the program provided an alternative entry method via a dedicated portal (NescafeAMOE). Participants could submit a 150-word essay on “Why you love Nescafe” along with a mathematical skill-testing question to enter the sweepstakes.
Execution and Management:
The agency managed all aspects of the campaign, including the development of the microsite, instant win game, and sweepstakes management.
The inclusion of a status tracker on the site added transparency by showcasing the total amount of money won to date. This not only engaged users but also promoted continued participation by displaying the tangible rewards won by real people.
Results:
The revamped 'Get Rich Quick' campaign successfully captured the enthusiasm of Nescafe's consumer base, resulting in increased participation from the previous year, heightened brand engagement, and a significant uptick in product sales. The comprehensive management by The Brand ensured seamless operation from receipt validation to reward fulfillment.
Conclusion: This case study highlights the effectiveness of combining traditional sweepstakes with modern digital engagement strategies to foster consumer loyalty and drive sales. The innovative approach adopted by The Brand in the 'Get Rich Quick' campaign played a crucial role in its repeated success, demonstrating the power of well-executed promotional strategies in the competitive beverage industry.
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