RPM/ Stella – Send a Card – Save a Tree

Posted on: 4:20pm, 2010 April (Wednesday 21st) By: digitalis

Overview
The aim of the campaign was to reach consumers worldwide with an interactive e-card which would ultimately result in Stella planting one million trees in the rainforest of South America.

Digitalis’ brief was to develop a seeding and social media strategy to drive consumers from around the world to www.stellaartois.com and encourage them to send the eCard.

Activity
Utilising Stella Artois existing social media outlets:  We managed both the Twitter and Facebook profiles for Stella, which was key to kick starting the campaign and reach out.

With Twitter we cultivated the Stella profile by identifying and inviting new followers relating to tech, augmented reality, environmental and beer.

Digitalis contacted those that tweeted about: Stella, augmented reality, environment, trees, Winter Wonderland, Christmas, greeting cards to draw attention about the eCard and  why they should pass it on. Daily tweets about the progress of the campaign, relevant events including Winter Wonderland.

We identified with over 100 groups in Facebook that were relevant to Stella Send a Card, Save A Tree campaign.  We then engaged with those groups and invited them to give us their opinion of the eCard and to pass it on.

We further incentivised the campaign by offering anyone who sent the eCard to 35 of their friends the chance of winning a chalice glass.

Results
Digitalis helped to achieve Stella’s target of one million eCards sent.

Throughout the period of the campaign Digitalis engaged the Stella Artois messages to over 522 forums and social networks across the UK, USA and Canada.

The top 10 referring sites included 5 of Digitalis’ seeded sites: Kontraband, Magicfreebiesuk, Facebook.com, Money Saving Expert and Freebie list.

We increased Facebook membership by 6,004 fans and Twitter followers almost doubled in the period of the campaign.

The chalice glass promotion created  a swell of interest in the last three days of the campaign.

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