Challenge
An FMCG company sought to stimulate product sales by organizing a time-bound sweepstakes (lottery) promotion. The company required an efficient system not only to communicate the start and end dates of the contest—primarily via SMS—but also to manage the underlying promotional mechanics. They partnered with iPresso to access the necessary marketing and code generation functionalities.
Action
The company utilized iPresso's platform to manage contact data, communication, and prize mechanics:
- Targeted Contact Data Collection: The company used iPresso's forms to collect essential contact details needed for personalization. Crucially, they also gathered opt-in information to ensure that contest-related notifications were sent only to interested recipients.
- Multi-Channel Notification System:
- SMS Messaging: Timely SMS messages were dispatched on the official launch day of the sweepstakes.
- Reminder Communication: The company also set up an automated reminder mailing to inform participants that the sweepstakes was ongoing.
- Guaranteed Prize Delivery: Participants received a follow-up message containing a guaranteed prize in the form of a discount code.
- Code Generation and Management: The company leveraged another iPresso feature to generate unique promotional codes. These codes were placed directly on product packaging. Customers registered these codes on the sweepstakes microsite after purchase. The platform was also used to create the guaranteed prizes (discount coupons).
Results
The sweepstakes promotion successfully drove both sales volume and customer engagement:
- Average Order Value (AOV): Consumers increased the quantity of products they purchased, resulting in a 12% increase in the average order value.
- Promotional Sales: Many consumers added code-bearing products to their carts specifically to enter the contest, leading to a 24% increase in the sales of promotional products.
- Audience Engagement: The audience engagement rate rose by 36%. Customers eagerly read the contest messages and clicked on links to learn more about the rules and prizes.
- Conversion Rate: The successful execution and personalization of SMS messages helped the company attract new consumers and resulted in an 11% increase in the overall conversion rate.
