Huggies distributed its coupon on its own site, to its 800,000 Facebook followers and on a campaign site. The difference from a regular coupon is people could increase their savings by sharing it. Don’t share it, the coupon was worth $1.50 off of their next purchase. Sharing the deal via either Facebook or Twitter, or provide three friends’ emails, bumps the deal to $3 off. The introduction of a little self-interest spurred more sharing than the brand expected.
The initiative, done with social marketing vendor SocialTwist, drove 630,000 visitors to Huggies’ microsite and an estimated increased awareness of 3.5 million relevant consumers. The ads received a 56 percent click-through rate and the email blasts saw a 55 percent open rate. Sixty-seven percent of all the people that engaged with the program ended up taking the offer. Kimberly-Clark said that the program generated more than $2.5 million in revenue for Huggies.
Read the full article from DigiDay by Giselle Abramovich here: http://bit.ly/QKRVy4