Name of Campaign: Maytag Solutes Our Heroes Sweepstakes
Challenge: To bring attention to those who have served in the military while promoting the h.h. gregg/Maytag contest
- Use of company blog to post stories and images of heroes, which led to page views
- Leveraging social media, including Facebook, Twitter, and YouTube
- Focusing on audience interests rather than hard promotion
- More than 2.9 million impressions, including 440,000 views of one video and a 23 percent engagement rate on Twitter
- Facebook likes increased more than 117 percent
- New emails collected grew by nearly 55 percent
The Maytag Solutes Our Heroes Sweepstakes from h.h. gregg Reaches Millions
Contest Obliterates Expectations and becomes Biggest Promotion of 2014
Reaching more than 18 million Facebook users and more than 7 million people on Twitter, the Maytag Solutes Our Heroes sweepstakes from h.h. gregg was a resounding success. The company used a calculated mix of organic and paid posts to generate interest. Adding to the tremendous level of consumer awareness was the MaytagSolutes daily hero campaign, which brought attention to those who have served in the U.S. military. By using the company blog to provide hero posts and images, the campaign generated more than 40,000 page views, leading to almost 10,000 visits to hhgregg.com. Year-over-year, Facebook likes increased more than 117 percent and net new emails collected grew by almost 55 percent.
The sweepstakes was successful because it focused on compelling content that interested consumers. Across channels, the Maytag Solutes campaign generated 2.9 million impressions. On Twitter, Maytag Salutes garnered a more than 23 percent engagement rate. It also drove the largest amount of clicks and impressions of any 2014 promotion because of the increase in promoted posts and the video sharing component of the sweepstakes. One video alone reached more than 440,000 people. With a balanced campaign that blended calculated social media efforts and organic, consumer-centric content, the Maytag Solutes Our Heroes sweepstakes from h.h. gregg showed impressive growth in its second year.