Case Study: Maytag

Maytag You’re It Appliance Giveaway Garners Millions of Impressions

Name of Campaign: Maytag Youre It Appliance Giveaway

Challenge: To build sweepstakes awareness by leveraging social media

Solutions:

  • Promoted event through Facebook, Twitter, and humorous YouTube videos
  • Owned media, such as print ads and email blasts
  • Blogger outreach

Results:

  • More than 45 million impressions and more than 950,000 contest entries
  • Targeted blogger outreach was responsible for an estimated 3 million impressions
  • Fresh, engaging content delivered repeat audiences

Maytag You’re It Appliance Giveaway Garners Millions of Impressions

Multi-Channel Campaign Actively Promotes Maytag and hhgregg

hhgregg implemented a tiered social media approach for the 2013 Maytag You’re It appliance giveaway. By leveraging Facebook, Twitter, YouTube, and targeted blogger outreach, the sweepstakes achieved more than 45 million impressions and more than 950,000 contest entries.

Entering the contest gave consumers the opportunity to win one of 16 Maytag washer and dryer sets. On Facebook, the company focused on page ads and sponsored posts to generated likes. Promoted tweets and accounts were optimized on Twitter. These two channels led consumers to targeted, humorous YouTube videos to build contest awareness. hhgregg also used owned media, such as printed ads and email blasts, to generate interest. Blogger outreach was another successful tactic. Giveaways on mom blogger sites resulted in nearly 3 million combined impressions.

The campaign provided further proof that the audience for these efforts craves fresh content. Creating the content, and then engaging them in the distribution, increases the likelihood of interaction and helps lower advertising costs. By employing a variety of approaches, including Facebook, Twitter, YouTube, blogs, and traditional owned media, the Maytag You’re It Giveaway was a success for the appliance company and hhgregg.

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