Very few people, if any, get excited about vacuuming—especially not mothers with kids and pets constantly running around and dragging in dirt.
So when PadillaCRT set out to introduce BISSELL’s CleanView Vacuum with OnePass Technology and differentiate it from other vacuums, it created a campaign that emphasized how much time the CleanView Vacuum could save busy moms.
BISSELL’s “Gift of Time” Facebook contest earned first place in the Best Contest/Game category of PR Daily’s 2013 Social Media Awards.
The one-day contest took place during the switch to daylight saving time, when most people in the U.S. would move their clocks one hour ahead and lose one hour in the day. To enter, contestants had to write—in fewer than 200 words—why they could use more time in the day, and what they would do with the extra time if they had it. Contestants submitted their entries through an app on the BISSELL Facebook page.
The winning entries were the most original and creative submissions. BISSELL chose 23 winners—one winner per hour in the day—and announced them on Facebook. This heightened engagement with the BISSELL Facebook page throughout the day.
The contest landing page offered contestants the opportunity to sign up for BISSELL’s e-newsletter, as well as the opportunity to click through to the CleanView Vacuum’s product page on BISSELL.com. These two elements allowed PadillaCRT to see whether the contest drove email opt-ins and website visits.
BISSELL’s goal for the contest was to obtain 1,500 contest entries, 1,000 e-newsletter subscribers, and 500 BISSELL.com site referrals. BISSELL ended up receiving 2,638 contest entries, 1,874 e-newsletter subscribers, and 639 BISSELL.com site referrals.
We congratulate contributing staff members Ellen LaNicca, Stacy Moskowitz, Veronica Hunt, Emily Valentine, Nikki Parrotte, Maliya Rooney, David McNamara, and Elizabeth Coffey on their accomplishment.