Gintell had a strong following on social media, but was not confident in the ability of social channels driving actual foot traffic to their brick and mortar stores.
Purpose/Built was tasked with developing a social campaign that connected Gintell with their digital audience and drove measurable results to their retail locations.
No longer is it enough for brands to have an online presence, they need to be able to engage audiences and leverage data in order to drive personalization at scale.
We wanted to elevate Gintell’s digital presence and create a strategy that allowed tracking and converting their social media audience into shoppers in store.
The first step was to generate a performance analysis to determine which of Gintell’s retail outlets had the most active users online. We shared that data with Gintell and broke down which locations had the most digitally and socially savvy users, which provided the basis of our communication’s strategy.
We focused our efforts on Facebook and created a campaign featuring a digital spinning wheel that allowed users to spin for their chance to win giveaways or discount vouchers. To be eligible for these ‘freebies’ users had to select which retail outlet was most convenient for them to redeem their prizes, and actually go to the store to pick-up the prize. This allowed Gintell to determine the rate at which customers who interacted with their brand socially were visiting their stores.
Within one month of the launch, we tracked over 1500 active participants via our Facebook giveaway promotion and Gintell’s Facebook following increased by 25%. The rate of in-store redemption was 68% and overall, Gintell saw a retail sales increase of 12%.