Merillat® Cabinetry was aiming to increase traffic to its Step-by-Step Kitchen Planner, an online kitchen design tool. By crafting an exciting $30,000 kitchen giveaway campaign, injecting a little star power, and framing it all with a strong mix of PR, advertising and social media strategy, HY Connect doubled the Kitchen Planner’s traffic, in just two months.
The Works Like a Dream $30,000 kitchen makeover contest offered entrants a chance to win the kitchen remodel of their dreams. To enter, they had to upload a photo of their current kitchen, write a short essay on why they needed the makeover and build their dream kitchen in the Step-by-Step Kitchen Planner.
Because the entry process involved designing a dream kitchen, it could take up to 45 minutes to complete. (It was a little more involved than hitting “Like” on Facebook.) Given the time commitment, having nearly 1,200 people complete entries was impressive. It also meant that those who entered the contest were highly qualified leads.
Between June and July, nearly 40,000 people visited the Works Like a Dream landing page. To drive them there, a combination of social, PR, email, dealer outreach efforts and advertising was implemented. Notable results included:
- More than 13 million total impressions
- Click through rates on contextual web advertising (food and home sites) were 19 times higher than the industry average
- Nearly 300 new followers found Merillat on Twitter
At every step, consumers (who were clearly already considering a kitchen remodel) were engaging with the brand and building their dream kitchens. Even if they didn’t win, they walked away with a design for the kitchen of their dreams…dreams that could only come true by working with a local Merillat Cabinetry dealer.