As a relatively new brand, affresh' appliance cleaners was looking to increase brand awareness, educate consumers about the product benefits and encourage product trials.
BTI implemented an integrated campaign, Fresh Start Event, with an FSI, in-store coupon, online coupon, web banner ads and email campaigns. All tactics directed consumers to a microsite allowing them to enter a contest for a chance to win over $20,000 in prizes by reading an appliance cleaning tip and answering a simple question. Consumers continued to be engaged with the brand by reading a tip on a daily basis to earn more contest entries.
With over 23 million impressions of printed materials and a million unique website page views, the Fresh Start Event had over 15,000 signups. Daily engagement resulted in almost 150,000 contest entries, far exceeding the outcome of similar CPG contests.