Owned Activations
FAST FACTS
>> 150,000 new users added to email database
>> 2.5x increase in engagement during a social contest
>> 5–10% increase in conversion opt-in rate
DEEP DIVE
When in need of a digital activation to promote new items, acquire new email members or just about anything else, I am the go-to person on our team for creating and executing a thoughtful strategy. Two examples are below.
Quikly: Email & Loyalty Acquisitions
Pei Wei was seeking new ways to grow our email database & increase app downloads. Using a SaaS provider, Quikly, we created a series of opt-in giveaways in 2017 & 2018 that supported the launch of new menu items & other promotions. Throughout the course of six different campaigns, we saw an average conversion rate ≥50% (program average at the time was 45%) and added approx. 150,000 new users to our database.
Summer of Good Fortune
Seeking to build organic social growth, our agency of record and I launched a surprise-and-delight contest (aptly titled the “Summer of Good Fortune” contest) to drive engagement and foster brand love. For three weeks, we asked guests to submit photos of their fortunes using the hashtag #goodfortunecontest. At the end of each week, we chose 2–3 winners based on a set of criteria and sent them a prize that related to their fortune. Throughout the campaign, we saw a 2.5x increase in engagement across all platforms, a 99% positive brand sentiment score, and received ~700 pieces of UGC.
