Branding Campaign aimed at driving high Facebook traffic on Tuesdays to points of sale, thus increasing the number of transactions.
It was observed that on Tuesdays, regardless of the fortnight or of active promotions, and without any particular call to action related to those days, the Facebook page of the brand showed an interaction between followers that was much greater than on any other day of the week.
To expand the Facebook follower base and increase follower interaction with posts.
The #MartesRandys [Tuesdays at Randys] Campaign was designed to grant an exclusive benefit to the followers of the brand's fanpage which is solely redeemable at points of sale by showing a post describing the benefit offered on that same day.
The campaign is publicized non-stop on social media and points of sale, with back-up radio advertising on special dates. In all cases, we focus heavily on creating expectations, whether on undisclosed or revealed benefits, depending on the particular benefit offered.
There was an immediate increase in the number of transactions on Tuesdays at all Randys stores, and the continuous update of the benefits offered made it possible to raise the value of the average ticket on those days.
In addition, we were able to increase the turnover of seasonal products and make cross-promotions, doubling redemption month after month.
Regarding the fan page, we made the most of the budget, and managed to reduce the monthly cost per action and cost per new follower, which translated into a larger follower base and greater follower interaction with posts.New followers: + 49%
Monthly Interaction: + 440%