We wanted to celebrate our passionate FB audience and used hitting the 3 million mark as a milestone moment. To reward our community and generate buzz about the brand we brought back our Fun-A-Thon sweepstakes. The sweeps gave fans an opportunity to win multiple prizes ranging from Carnival swag, to gift cards and 10 cruise vacations. We promoted the sweeps a week in advance and gave away 24 prizes within 24 hours. The day of the sweeps (11/18) at noon we posted a question, i.e. "What is your dream cruise destination?" Fans were asked to "comment below" for their chance to win the first prize. Every 3 hours we posted a new question for a chance to win and 3 winners were chosen at random for every entry post. The last post, on 11/19 featured three grand prizes of 7-12 day cruises. All Fun-A-thon posts over performed and included no paid support. We had 160% lift in organic engagement during the contest with 90% positive sentiment. Top campaign post had a high engagement rate of 86% and the final post had the highest organic reach, reaching over 21% of our fan base.
The campaign was created to generate buzz about the brand and celebrate our active Facebook community. With 160% lift in organic engagement; a 90% positive sentiment on posts and a reach of 21% the campaign was more than successful at its key objectives. By tapping into popular user behaviour and creating simple sweepstake logistics we were able to break through the clutter.
Images of some creative below in the "Media" section
We really wanted our fans to keep coming back to see how close we were to hitting the 3 million mark. We took an "unveiling approach" Over a 6 day period in which we updated our cover photo to reflect how close we were to hitting our goal and launching the Fun-A-Thon.
