CASE STUDY:
CRB Program Launches the Conscious-Living Box Giveaway.
The Certified Rental Building™️ Program was designed to provide Canadian renters with the opportunity to easily identify well-run, professionally-managed, and well-maintained apartment buildings and homes. Every CRB-approved apartment building must also demonstrate sound environmental policies and practices to receive the coveted Living GREEN Together™️ certification.
In order to heighten awareness and excitement for the program especially during the pandemic, we designed the “Conscious-Living Box” giveaway. “Conscious-Living” means living life with purpose and meaning. It’s about being aware of our lifestyle and our surroundings. When aligned with the CRB’s Living GREEN Together™️ program, it means that the decisions we make not only lead to improved wellness for ourselves, but also reflect on the betterment of our community and the environment around us.
This environmental awareness campaign ran June 10, 2021 through to August 31, 2021. Contest participants had the opportunity to win 1 of 100 specially-curated boxes that featured ten amazing eco-friendly and sustainable Canadian brands.
There were a total of 1707 giveaway entries. Furthermore, from these entries 100 winners were randomly selected.
PROJECT SCOPE
- Project Management
- Social Media Strategy
- Sponsorship Outreach
- Branding & Design
- Logo Design
- Web Entry Page Development
- Content Creation
- Email Newsletter Design
- Lobby Poster Design
- LookBook Design & Print
- Paid Social Media Advertising
- Print & Digital Media Advertising
- Box Design & Assembly
- Social Influencer Strategy
The Strategy
A comprehensive social media strategy, influencers campaign, email newsletters and advertising served to drive traffic and online entries do a dedicated landing page on the CRB website, media strategy, influencers, email. Our strategy for Conscious-Living Box campaign focused on five main areas:
1. Build awareness for the CRB program and it’s Living GREEN Together™️ sustainability focus on green apartment living.
2. Create an inclusive “feel-good” sustainability campaign for apartment dwellers through the latter stages of the COVID 19 pandemic.
3. Develop an inventive “sustainability” campaign that CRB program members would be proud to be part of and share with their residents.
4. Support local Canadian businesses focused on environmentally-friendly products and environmental sustainability.
5. Gather feedback on various environmental perspectives from the general public through the online entry form.
The feedback and results of this campaign were immensely positive. Consequently, the CRB is looking forward to running this giveaway again next year!
CHALLENGES
- Due to the pandemic and lockdowns, typical in-person resident events/gatherings were not possible.
- The CRB Program did not have an active marketing strategy during the pandemic. The program needed to revive their continued marketing efforts and drive traffic to their newly launched website (crbprogram.org).
- The scope of the campaign needed to support the program, its members, and sponsors, while at the same time, gather useful feedback and measurable results.
PROJECT MANAGEMENT
In a span of just 4 months, Creativo Advertising led both internal and external teams to design, develop and execute the Conscious-Living Box Giveaway campaign.
We developed a comprehensive plan and strategy with timelines, deliverables and responsibilities in order to launch and manage a “feel-good” campaign with measurable success. The campaign captured 1707 online entries and drove 91.8% new website visitors.
Marketing Goals
- Continue to brand CRB as the best-of-the-best in the apartment industry.
- Create a compelling and exciting campaign to support program members and their residents.
- Produce a creative online entry page to capture entries and feedback.
- Build Awareness for the CRB Program and Living GREEN Together™️
- Develop a unique and compelling box that supports eco-conscious Canadian businesses
- Develop advertising opportunities to support the program and sponsors
- Work with CRB members, sponsors, influencers to create a memorable and impactful online giveaway
- Drive traffic to the new CRB Program website
Online Entry Page
A custom entry page on the crbprogram.org website was designed and developed for the Conscious-Living Box Giveaway. This page allowed people to learn about the giveaway and sign up for a chance to win a box.
An important aspect of the giveaway entry form was an opportunity to receive feedback. Four questions were asked as part of the online entry form. A total of 1707 entries were obtained from June 10 to August 31.
Social Media
We focused on creating an effective content calendar paired with compelling social media posts to promote the giveaway.
We developed three key pillars for social media posts: 1. Giveaway Details, 2. Sponsor highlights and 3. Important Environmental Information.
The giveaway was shared on Facebook, Instagram, and Twitter. The CRB Program experienced a 15k average increase in engagement on the campaign posts across all social platforms. Specifically, Facebook obtained over 26,000 impressions from June 10th to August 31st 2021.
Influencer Strategy
We worked with three influencers who helped drive further engagement on Instagram. Our brand ambassador, Kiki Khosla helped to encourage entries for the giveaway.
Kiki supported the campaign through social media posts, Instagram stories, product sponsor highlights as well as an unboxing video highlighting the giveaway (the video was also added to the CRB website online entry page).
As a result of Kiki’s social reach and her established following, the CRB consequently experienced an increase in site traffic as well as a boost in online entries and social media engagement.
Email Marketing
Creativo produced a series of four engaging email newsletters over the course of three months. The purpose of the newsletters was to promote the Conscious-Living Box Giveaway across Canada, highlight and promote our Canadian sponsors and showcase their products as well as drive online entries while collecting feedback.
The email marketing campaign generated site traffic to the entry page, provided support for the program members to communicate the giveaway to their residents, and was employed as an outreach to the final winners.
The LookBook
As part of every Conscious-Living Box, we created and included a beautifully-designed 8 page LookBook that highlighted each of the 10 eco-friendly Canadian brands and products who participated. The LookBook also included program information, a recipe, outdoor scavenger hunt, and diversity colouring page.
Print & Digital Advertising
We designed and created intriguing advertisements to help launch the giveaway within the GTA. The print ads were featured in FE Magazine and Horizon. The print ads ran in conjunction with a massive digital billboard located at Yonge & Dundas as well as The Gardner Expressway.
In addition, we co-wrote a compelling article which was published in Horizon that included tips and insights about sustainable living to support the launch of the Conscious-Living Box Giveaway.
The Results
Creativo Advertising successfully launched a multi-winner giveaway with the support from sponsors and CRB program members. The engagement, reach, and online entries was extremely positive for the giveaway. Based on a fairly short promotional period, insights have been measured from the launch of the new contest entry page and social media platforms on June 10th through to the contest closing on August 31st 2021.
- New Site Visitors – 91.8%
- Instagram Impressions – 1355% (over last)
- Facebook Post Reach + Engagements – 81.6k%
Contest Winners
Contest Entries
New Site Visitors
Overall Impressions
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