At SocialToaster, we get to work with a wide-range of fun, exciting brands who run some pretty outstanding programs (and award really cool prizes). Once these campaigns ends, we like to put together a quick
prescription recap of the program to share with you (our peeps) with the goal of providing you some tips and tricks that you can use to potentially improve YOUR SocialToaster program.
Enter the Pura Vida Sweepstakes brought to you by Bartell Drugs!
When George H. Bartell bought a pharmacy in Seattle, Washington back in 1890, Bartell Drugs was born. Today, Bartell Drugs has over 60 stores in the Puget Sound region of Washington State and is the oldest family-owned drugstore chain in the United States.
Their new not-your-average-pharmacy Travel Clinic includes everything future travelers would need for their next trip, including a travel consultation with a pharmacist and detailed immunizations guidelines based on their destination and medical history. Malaria pills, check! Hepatitis shots, check! Candy counter to purchase lollipops for nursing sore arms after, double-check! Bartells and their agency partner, Media Plus, came to SocialToaster wanting to create a marketing program that branded Bartells as not just a pharmacy, but as the “one-stop-shop” for the travel needs of local Seattleites. With partner sponsorships from Alaska Airlines and Dreams Las Mareas, Bartell Drugs put together an amazing contest that would award a grand prize winner and five of their friends a trip of a lifetime to Costa Rica. Giving away a prize is fantastic, but the real driving force behind the contest was to create brand awareness, showcase the features of their new travel clinic, grow their email and social databases and generate buzz about the Bartell brand.
What made the relationship with Bartells and SocialToaster unique was that SocialToaster was not just a piece of their marketing plan or branding but the entire brand awareness piece was centered around the SocialToaster campaign. Focusing on Costa Rica-inspired creative and informative, yet fun, travel content, and maximizing our media buying solutions, the Pura Vida Sweepstakes was beyond successful for Bartell Drugs.
Drawing from Costa Rica’s beautiful landscape, creative was fun, vibrant, and eye-catching. All of Bartell’s social media channels were updated to feature the colorful branding centered around the Pura Vida Costa Rica sweepstakes. They even created a Pinterest board!
Because Bartell is based in Seattle, all of the contest promotional efforts were targeted to the local audience. SocialToaster created multiple ads and even more targeting sets for the sweepstakes. These ads were shown across Facebook and Instagram, driving traffic to the contest entry page.Speaking of Instagram, we also ran an Instagram Challenge and asked users to submit selfies with the people that they would take on the trip to Costa Rica, using the hashtag #BartellSunSweeps. It became one of SocialToaster’s most-submitted Instagram contests. Over 5,000 users participated in the sweepstakes which was double, that’s right double, the initial goal of 2,500 users.
By thinking outside the
country box, using vibrant and colorful content, and capitalizing on SocialToaster’s services and assistance, brands can be successful in creating new product and (re)brand awareness and reaching niche audiences.