Gintell is a leading provider of health and fitness products in Southeast Asia. Although they had a strong following on social media, they were not getting a good conversion rate from social channels driving actual foot traffic to their brick and mortar stores. Purpose/Built was tasked with developing a social campaign to connect Gintell with their digital audience and drive visits to their retail locations.
It’s no longer enough for brands to have an online presence, they also need to be able to engage audiences and leverage data to drive personalization on a large scale. 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 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 prizes, users had to select which retail outlet was most convenient for them to redeem their prizes, and then actually go to the store to pick them up. This informed Gintell of the rate at which customers who interacted with their brand socially were visiting their stores.
Within one month of the launch, there were 1,500 active participants in our Facebook giveaway promotion and Gintell’s Facebook following increased by 25%. The rate of in-store redemption was 68% and Gintell saw a retail sales increase of 12%.