Digital Self-Promotion Campaigns Gold Winner commonsku Toronto Objective: The company’s Ambassador Program was designed to further encourage and reward the existing referrals it was already receiving from current customers. The ultimate goal of the program was to successfully onboard 50% of referred companies. Strategy And Execution: The initial planning of the commonsku Ambassador Program included selecting the name, brand colors, logo and palette. It was decided that prizes would be a mix of physical products and education, to stay in line with core company values. Once customers signed up for the Ambassador Program, they would receive a referral form link (specific to them) to start logging their referrals. Once a referral came through and the sales team qualified the lead, the customer would get a prize. For their first referral, they received a limited edition commonsku swag pack including products with a summer lunch box theme, five referrals earned a ticket to skucon (or skucon at home) and 10 referrals earned a ticket to skucamp. Results: The company exceeded its goal and onboarded 85% of the companies referred, resulting in 55 new customers for commonsku. Gold Winner City Paper Company Birmingham, Alabama Objective: This project sought to thank customers in a personal way and acknowledge the difficulties that 2020 brought, while igniting interest in sales for 2021. Strategy And Execution: The team determined 2020 was not a one-size-fits-all kind of year, which made it challenging to select a single thank-you gift for customers. Instead, the distributor developed an ecommerce site with seven different categories (Success, Comfort, Joy, 2021, Wellness, Kindness and Adventure) and allowed clients to choose their own gift. They were sent an email with login information and once orders were collected, the company ordered products based on client requests. Each gift was custom imprinted and mailed in a specially-designed box. Results: Following the campaign, the company received a request from a prospect to create a similar gift ecommerce site for several divisions of its company. This account is now a $150,000 customer. PPAI Pyramid Awards: Marketing | FEATURE | APRIL 2022 | 27
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