2018 Internet Advertising Awards Entry
Social Media Campaign (manufacturing category)
Simpson Door Company's 12 Doors of Christmas Sweepstakes
Goal of campaign
This promotional campaign was designed to generate awareness around the many different door solutions Simpson offers, while increasing engagement and social audiences on Simpson's Facebook and Instagram profiles.
Timing:
This sweepstakes took place from December 4 - 15, 2017.
Audience
For this campaign, Simpson wanted to reach homeowners, builders, and contractors, to not only celebrate the holiday season, but to showcase the many door design possibilities Simpson Door Company offers.
Users had to first fill out an entry form on Simpson's Facebook page for their first entry. This allowed Simpson to collect homeowner, builder, and architect leads.
Then, each day, users had the opportunity to gain another entry by commenting the correct answer to that day's Facebook post. They were directed to Simpson's Instagram account for hints each day. This allowed for cross promotion to grow both of these social media channels' audiences.
Internet Advertising Elements
Simpson promoted their different door designs and capabilities via an integrated marketing campaign that included:
Email blast to distributors, dealers, builders and homeowners
Posts on Facebook, Twitter and Instagram
Comment to Win Promotion on Facebook
Daily "hints" posted on Instagram
Results
Entries: 3,907
Facebook Likes: 1,271 (27.5% increase)
Shares: 445
Visits: 12,345
Total Facebook Comments: 5,711
Average Facebook Comments Per Post: 476
Instagram Followers Gained: 722 (72% increase)
Creative Elements
Day 1 Post - Craftsman Collection
Day 2 Post - Contemporary Series
Day 3 Post - Oak Wood Species
Day 4 Post - Walnut Wood Species
Day 5 Post - Nantucket Collection
Day 6 Post - Mastermark Collection
Day 7 Post - Traditional Style
Day 8 Post - Seedy Baroque Glass
Day 9 Post - Shaker Sticking
Day 10 Post - Barn Door Collection
Day 11 Post - Cherry Wood Species
Day 12 Post - The Magnolia Journal
