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RumChata
Driving Fans Coconuts with a Summer-Y Launch Sweeps
Moose helped RumChata grow its email list by nearly 32% and reach hundreds of thousands of fans with a targeted digital launch program for Rumchata Coconut Cream.
The Deets
Project
Driving Fans Coconuts with a Product Launch Sweepstakes
Client
RumChata
Year
2023
Category
Two-Way Engagement
Branding
Services
- Strategic Planning
- Content Strategy
- Brand & Project Management
- UX/UI
- In-House Front- & Back-End Development
- Social & Digital Assets
- Community Development
- Analytics & Reporting
The Situation
RumChata wanted to build buzz and grow its fanbase with the launch of its newest summer-ready flavor, Coconut Cream.
The Challenge
Create an exciting digital program that would reach as many people as possible, while also encouraging true fans to stay engaged past the promotion period by signing up for emails.
The Insight
After launching a successful sweepstakes during the 2022 holiday season, we knew party-starting prizes would excite fans, build awareness, and drive engagement. Now, we just needed to maximize our reach and connect with more fans in a fun and fresh way.
Our Solution
Create a multi-week, progressive sweeps where prizes get increasingly larger in every window. This allowed us to maximize awareness, test & refine our paid advertising strategy to maximize target reach, and create a hook for entrants to sign-up for emails and stay engaged.
Every two weeks, we announced a new summer-themed giveaway, limiting the prize pool and entry period to drive urgency. All prizes were curated, designed, and fulfilled by the Moose team.
To enter, fans could take a quiz on our website and provide their email address. Targeted social ads helped reach Rumchata superfans. In a few short weeks, we grew the subscriber list by 32%.
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Crack open summer
With a small paid media budget, we boosted each prize post to reach more fans, resulting in nearly a million impressions.
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