Primed and Ready
Expose the largest possible number of people to the new Prime Style Extender and drive trial and sample distribution.
We created a sampling program involving user-generated content and utilizing a custom Facebook app, which we built, that enabled fans to sign on each day to claim one of a limited number of samples. Fans could then share via Instagram and Facebook. We called the campaign Primed and Ready, with the tagline, “Stop getting ready. Be ready.”
The demand was so massive, we had to increase the number of samples by 150%. At one point, as many as 1,000 samples were claimed in three minutes.
At campaign end, in concert with the Restore the Love campaign we had previously run, we had built an audience of nearly 250K Facebook fans, up from 15K when we came on board. We were able to bring the number of people talking about the brand up from 0.86% to 15.78% (competitors’ People Talking About This average was 2.35%).
Campaign Fans (K)
Samples Claimed (K)