Self Promotion Campaigns GOLD commonsku Toronto, Ontario Backpack Giveaway Objective: Industry service provider commonsku created a backpack giveaway campaign to grow the audience for its bimonthly The Backpack newsletter. The company wanted to incentivize subscriptions to The Backpack by selecting 50 giveaway entrants to win an Oakley backpack from S&S Activewear. Strategy & Execution: The commonsku team created a social and email strategy, selected a backpack, designed the backpack decoration in house, collaborated with S&S, took product shots, created content and communicated with those who entered its giveaway. The main focus of this campaign was to encourage retention and stickiness with current customers and drive interest from prospects. Results: The campaign reached 225 submissions, exceeding commonsku’s goal by more than 10%. GOLD Sonic Promos Gaithersburg, Maryland Sonic Promos ‘I Love the ’90s’ 25-Year Anniversary Campaign Objective: Themed self-promotional mailings are a core part of Sonic Promos’ marketing strategy, as creative, ontrend pieces open conversations with clients. To celebrate its 25th year, Sonic Promos threw it back to the ’90s with three themed self-promo mailers sent over the course of the year. The goal was to increase brand awareness and sales with current clients. Strategy & Execution: The first mailer was a Bluetooth speaker designed to look like a mixtape, with a music magazine-themed insert card that included a link to the company’s “Totally ’90s” playlist. The second mailer was a plush Dolly the Sheep clone with a membership card to the Sonic Promos Client Club that came in a ’90s Beanie Baby-inspired box. The third mailer was inspired by ’90s fashion, and clients were prompted to choose a fanny pack or bucket hat through a redemption portal. Results: Sonic Promos reported a 10.7% increase in sales to clients who received the mailers, and two clients have since adapted these mailings for their own campaigns. Pyramid Awards In Marketing | Must Read PPAI • OCTOBER 2024 • 47
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