Case Study | FODS Summer Sweepstakes
Overview
FODS Trackout Control Mats replace ineffective and costly traditional rock stabilized construction entrances, saving users valuable time and money. FODS’s proprietary mat design works to effectively remove mud and sediment from vehicle tires without damaging the tire or the ground’s surface.
Since the company’s founding, the FODS leadership team had been wanting to run a sales incentive sweepstakes. With sales of Trackout Control Mats slowing during the COVID-19 pandemic, FODS felt that the time was right to promote a giveaway.
Contractors and construction companies were hesitant to make capital expenditures with the uncertain state of the economy. The goal of the sweepstakes was to incentivize distributors and contractors to sell and/or purchase Trackout Control Mats throughout Q3 2020.
Objective
Our objective was to drive sales, demonstrate the lasting value of reusable Trackout Control mats, and increase brand awareness through the promotion of the sweepstakes. Distributors and contractors were encouraged to sell or buy eight FODS Trackout Control Mats between June 29 and September 25, 2020, for a chance to win one of three high-value prize packages:
Entries were verified with user-submitted invoices. Construction specifiers, regulators, and engineers could enter the sweepstakes by submitting a photo of a FODS mat on a job site. Regardless of entry method, technically, no purchase was required.
Brand Viva’s Role
Photo Assets
Video Content Creation
Graphic Design
Social Media Management
Social Ad Creation
Email Content and Design
Process & Solution
Our team executed a fully-integrated marketing campaign—inclusive of paid and organic social media, email marketing, website content, and print collateral—in support of the FODS summer sweepstakes. We produced six video ads and several digital and print graphic design assets that kept imagery and messaging fresh over the duration of the 13-week campaign.
Paid social promotion helped bolster the campaign’s overall reach and drove brand awareness for social users who were previously unfamiliar with FODS and the company’s offerings. Through a combination of paid advertising and 1:1 outreach via LinkedIn, the company’s LinkedIn following grew by 46% during the sweepstakes period.
Promotional Videos
Paid Social Advertising
Carousel Ads
Static Ads
Results
The campaign concluded with 40 valid sweepstakes entries. Considering the hefty barrier to entry for contractors and distributors (i.e. buy or sell eight Trackout Control Mats, valued at just over $2,000 each), this number was in alignment with the client’s expectations.
14 contractor entries x 8 mats sold per entry = 112 mats sold
14 distributor entries x 8 mats sold per entry = 112 mats sold
The 224 mats sold amounted to a retail value of $456,000
Along with the revenue generated by sweepstakes, the client was also able to establish new sales connections throughout the duration of the campaign. New sales contacts and an increase reach on social media (especially on LinkedIn) have increased FODS’s sphere of influence and potential customer base.
Things to note:
There were 12 photo entries by specifiers, regulators, and engineers, which had no dollar value and were not included in the ROI assessment
The value of the prizes was equivalent to $40,000