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To support the launch of our new Make Today a Little Sweeter™ Collection, last month we hosted a month-long giveaway on Facebook that we aptly named the Make Today A Little Sweeter™ Giveaway. During this promotion, we gave away free arrangements to Edible Arrangements® Facebook fans all month long. The goal in creating this giveaway was to increase awareness, and create buzz around this new collection of gifts that are perfect for everyday gifting. Because these new fruit arrangements are so shareable, and our 650,000+ Facebook fans are so passionate, we felt a giveaway on social media was a natural fit.
We wanted something that was simple to enter, but we also wanted to engage our fans and encourage them to explore our new product collection. To enter, guests had to ‘like’ the Edible Arrangements® Facebook page and opt in to receive our promotional emails, then explain who they wanted to Make Today a Little Sweeter™ for, which new arrangement they wanted to give, and why that person was so deserving.
Now, onto the results:
- Nearly 15,000 Facebook fans entered to win.
- We announced a total of 30 winners.
- Edible Arrangements® earned over 17,000 new “likes” on Facebook.
- Posts related to this promotion resulted in almost 1.5 million impressions.
- Click-through from Facebook to EdibleArrangements.com increased by 2% over the same timeframe as last year, and almost 10% over the previous month.
The Make Today a Little Sweeter Giveaway™ is the most recent example of our commitment to social media, but it’s certainly not the first (or the last)! In August 2012, we celebrated reaching half a million Edible Arrangements® Facebook fans with our “500,000 Fan Facebook Celebration.” Edible Arrangements® was also named #27 on 1851 Social 100: Top Social Media Campaigns that Stand Out.
“Based on the successes of all of the social media campaigns and promotions that Edible Arrangements® has run, we are definitely going to continue to explore the many opportunities and advantages that social media offers Edible Arrangements®,” said Kaitlin Reiss, Vice President of Ecommerce. “There is still a lot to be learned, but we’re committed to making an impact with social marketing in 2013 and beyond, because, based on what we’ve uncovered thus far, we think it makes sense and has real value for us.”