In February 2013, Hochland launched its national campaign “Hochland rewards A+ moms!” aimed towards mothers, offering them attractive prizes. The campaign mechanism required users to enter at least 2 promotional codes found on the packages in order to win prizes. Our task was to reward our loyal Facebook fans by making the registration process twice as simple for them. Secondly, we aimed to increase the overall number of entries in the promotion.
General Information:
Strategy: Our target was comprised mainly of mothers and Women’s Celebration Week (1-8 March) was approaching, so we thought of using a famous Romanian tradition in our advantage. We handed them out joker codes (free promotional codes which can be used in the promotion) instead of the classic “martisoare” (little spring decorations made of red and white strings).
The challenge was to easily distribute the available joker codes (200 per day) in a way that could feel like a “reward”, thus enhancing the campaign message.
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