PROJECT: 'Message in a bottle' is a customer engagement activity targetted at existing Italian customers, who are gifted a gadget with a map that relays a series of activities for them to complete in order to win a larger gift hamper
BOTTLE WITH A ROLLED MAP INSIDE
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The map has 3 steps for customers to complete in order to win a gift hamper. Step one involves sharing a photo of the bottle and map on social media with #messageinabottle. Step two is completion of a brand survey. Step three is a photograph with Letasca clothing, shared on social media.
Customers are reminded of each step at periodic intervals through newsletters >
EARNED MEDIA EXAMPLES FROM THE CUSTOMERS WHO WERE GIFTED BOTTLES
RESULTS​
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With the main goal of community building and engagement, this pre-black friday customer activation plan generated 3x times high response rates on surveys, 10x more earned media in the form of 'unboxing gift' stories and posts during step 3. The participants were all given a private and personalised coupon code to use during black friday sales and more than 60% of them used it, generating brand sales