— PROJECT NAME
International Staycation Adventure Sweepstakes
— PROJECT TYPE
Sweepstakes
— ADDITIONAL INFO
#AdventuresWithFriskies:
Friskies celebrated International Cat Day by sending our followers' cats on the home adventures of a lifetime – international staycations! And a few lucky people won actual staycation themed prizes.
My team was asked to create a sweeps program centered around International Cat Day. We were to leverage social to drive consumers to a landing page for entry where we would collect first-party data. A secondary goal was to increase positive sentiment.
Throughout the week the program was live, we actively engaged consumers by encouraging them to share photos of their cats which we then Photoshopped into international vacation destinations. We awarded three grand prizes and sent a dozen surprise-and-delight packages.
During the eight-day organic campaign, we reached 225,701 consumers and garnered 9,014 unique engagements across Facebook, Facebook Stories, Instagram, and Instagram Stories.
I directed my team in the concept phase and in presenting the ideas to our clients. I then worked with our strategy team to plan the posting schedule and engagement strategy. And I oversaw a team of two art directors and a community manager to bring this project to life in the lead-up to going live as well as during the active engagement phase.