Basically, the opposite of what most marketing campaigns do.
We’re sure you’ve experienced the frustration of a large campaign rolled out to the masses with the website ready to cash in the orders and then…
They’re great if you’re feeding a pet lizard or snake but worthless if you’re wanting real customers.
We have some friends in the Buffalo, New York area who own four super pretty, super swanky banquet and wedding venues: Classic Events.
They approached us with a challenge. And we love being challenged.
The gist was this:
• Emotionally connect to their audience.
• Drive engagement for the Classic Events brand and their venues.
• Generate event rental business during a slower time of year.
After a few whiteboard sessions and sarcastic brainstorm sessions on Slack (all good ideas have to start somewhere), the Lucky in Love Sweepstakes was born.
The premise of the campaign was to accept nominations for one couple at each venue to receive the wedding of their dreams on Valentine’s Day 2020. Typically a slow time of year for them, the venue was open to crediting part of the venue rental in exchange for four wedding rentals.
And of course, four additional opportunities to do the Electric Slide and the Dollar Dance.
We built a strategic and targeted audience focused on lovebirds in their area, and our nomination posts uncovered over 50 soon-to-be-newlywed couple nominees.
Throughout our nine-week campaign, some pretty cool stuff happened:
• Each venue increased their followers by nearly 200 people – a 35-74% lift.
• Each venue reached over 60,000 people.
• Each venue drove over 10,000 clicks.
• Each venue generated over 5,000 reactions.
• We awarded four couples the wedding of their dreams.
“I am the mother of Nic and soon to be daughter-in-law Ally. I just wanted to say thank you so much for this FANTASTIC dream. This has been an awesome dream come true, I don’t even have the right words. All I can say is, THANK YOU SO VERY MUCH,”
-Deborah – proud mother.
The right audience. At the right time. With the right message. Causing them to take action (and hit the cash bar).
“We couldn’t have been more pleased with how this campaign turned out. From the initial concepts, to the strategy, to the final execution, the Guild team was a trusted partner in helping us deliver four dream weddings to lovely couples in the Buffalo area. We would do the Lucky in Love Sweepstakes again in a heartbeat,” said Molly Koessler, Classic Events President.
Thanks for the challenge Molly. We feel lucky to have worked with you. And, we loved it.
Your content was authentic, relevant, and connected to the emotions of your audience.Click Here
Your social media engagement went through the roof.Click Here
People did more business with you because they trusted your voice.Click Here
You had a team who could execute creative ideas and campaigns.Click Here
Your content strategy didn’t get stuck in brainstorm land but was actually implemented consistently.Click Here