Stolichnaya Vodka Local Facebook Sweepstakes Campaign [CASE STUDY]
A few weeks ago, I wrote about how a local brand that sells retail high quality meat, ran an effective Facebook sweepstakes campaign which exceeded expected results by far. This case study, about Stolichnaya, a premium Vodka brand, is another example that proves the effectiveness of Facebook sweepstakes campaigns. Locally, alcohol brands are hard to promote because of all the unique law restrictions that you can and cannot do.
We have used this same campaign model previously and it seems to be working. Furthermore, we are constantly fine tuning the application. This is why we are soon releasing a packaged version of the sweepstakes campaign model with skinnable interfaces. If you’re interested in the product, sign-up to our newsletter to be among the first ones to get a chance to use it.
Anyhow, here’s a summary of the Facebook sweepstakes campaign.
Alcohol brands are hard to promote because of the law, at least in Estonia. The law has banned a lot of forms of advertising and is always trying to make it difficult for alcohol brand marketers to promote their products or brand. However, Facebook is a great channel for us marketers to cleverly use to market alcohol brands. Successful examples include Heineken, Corona, Smirnoff, Malibu Rum and many more.
Stolichnaya didn’t have a local Facebook fan page at the time, so our first priority was get the page up and running. After that was done, it was time to create an initial Facebook campaign to let the local target audience know Stolichnaya was on Facebook now.
- Raise awareness of Stolichnaya’s local Facebook fan page
- Obtain a critical mass of fans (4,000 likes)
- Obtain email addresses of the fans (1,000 emails)
Participants of the Stolichnaya’s Facebook sweepstakes campaign could win several different prizes. All of the prizes were closely selected and analyzed to be relevant to the target audience only (a brief description of the buyer persona can be found below). To participate in the sweepstakes, users had to become fans of the page and click on the participate button (which gave them 1 point). After that, our campaign algorithm selected lucky winners based on random chance and the amount of points users had.
Users could increase their chances of winning by (1) entering their email address which increased their chances of winning by 5 points and (2) for every friend that was also a participant in the campaign (up to 10 friends maximum), users got 1 point.. This function was added to give users a sharing incentive and to help us go viral with the campaign. We made it possible to easily share and invite friends from the sweepstakes application. To gain coverage, we also ran Facebook ads for people in our target audience.
Creative Idea for the Facebook Campaign
The campaign period was in November and December of 2011 which meant the New Years Eve was only a step away. This is why we decided to make the grand prize a new years party hosted by Stolichnaya for the winner and his 10 closest friends. The party was worth $3,300 which clearly gave an incentive for people to participate in the sweepstakes campaign. It’s not rocket science to know that people who like Vodka also like to party. We went with a copy going “The most original people deserve the most original New Years Eve”.
Additionally, we gave out prizes such as shot glasses and shakers all labelled with Stolichnaya’s brand. Moreover, we gave out tickets to night clubs that have affiliation with Stolichnaya.
In a nutshell, we drew 12 lucky semi-finalists, who all received either shot glasses & shakers or club tickets. A semi-finalist was drawn every Tuesday and Wednesday for 6 weeks and at the end of the campaign, one of the semi-finalist was lucky enough to win the New Years party kit.
Stolichnaya’s target audience is a male/female, who:
- likes to go out and party
- is social
- is original and innovative
- likes to think outside the box
- is about 20-40 years old
- above average income and can afford Stolichnaya’s Vodka
Campaign Results & Analysis
We achieved our campaign goals and in total gained over 4,700 fans. The user shares generated about 39% of the total participants which proves again that the sharing incentive works. Moreover, we obtained more than 2,500 email addresses.
Demographics of the obtained fans
Marketing on Facebook is an ongoing activity and we are going to continue giving cocktail tips, making an event application which features Stolichnaya’s parties. We will also be giving our target audience what they want which are free tickets to events and regular campaigns.
Facebook Sweepstakes Campaign Model
We are certain the Facebook sweepstakes campaign model works and this is why we are soon launching our own Facebook sweepstakes application as a product. Sign up to our news letter to keep yourself up to date with the release schedule. Watch this space…