Henkel Adhesives “Glue & Win” contest
Henkel asked us to create a digital promotion strategy for their “Glue & Win” prize contest; consumers were invited to take a photo while they’re fixing, decorating or repairing something whit Moment glue and to upload the photo on the dedicated micro site where the voting is organized; at the end, the projects with the most votes get the prizes.
We were limited to web communication with a small support in other media and POS
The idea was to benefit from the above the average Facebook penetration in Serbia, we’ve created a Fan page for the contest, designed a custom landing tab with a teasing message – Click here to find out how you may get 3,000 € followed by the detailed instructions and the embedded video explaining the whole procedure, after the user clicks on Like.
We’ve stuck with the Facebook Social Ads and limited the relatively more expensive display advertising banner campaign to the first period of the campaign; our plan was to get the consumers to the Facebook Fan Page first and then to “transfer” them to the web site.
We’ve insisted that, besides FB share button on home page, the same feature is implemented on each project page so that the user would be able to easily invite their own friends to vote for their projects; as a results – we have more than 45% of all the site visits came from Facebook.