Harris Flooring America provides the residents of Anderson and Greenwood, SC with valuable and affordable flooring services while maintaining a constant focus on enhancing the customer’s buying experience. The company’s goals were to increase overall brand awareness in the Upstate, inspire consideration of their products and services, and engage with their social media audience at a higher level.
Our team developed a budget-friendly social media sweepstakes recommendation that would both meet the client’s goals and capitalize on the Halloween timeframe. The sweepstakes was called “Fix my Frightful Flooring” and encouraged users to upload “frightful” images of their current flooring to a pinned Facebook post on the Harris Flooring America Facebook page. The sweepstakes was hosted on Facebook during a four-week window in October, with promotional content shared across Facebook, Twitter, and Instagram, with two teaser posts published prior to increase excitement around the sweepstakes launch date.
Facebook boost posting was utilized on content targeting users age 25-64 within geographic proximity to Harris Flooring America’s store locations. A minimal boost budget of $200 was used throughout the four-week window, with post boosts ranging from $15-$30. The sweepstakes entry process proved to be simple for users to navigate, was cost effective for the client, and did not require the use of any third-party contest platform.
The Halloween-themed content engaged the social media audience at a high level. All of the client’s channels experienced significant increases in audience growth, engagement, and content reach during the four-week sweepstakes window. Facebook experienced the most engagement, but total engagement across all channels netted out at over 1,000. Additionally, as a result of increased brand awareness, the Harris Flooring America Facebook page saw an uptick of positive customer reviews after the sweepstakes window closed. This particular social media recommendation showcased how maximum results can be achieved with a minimal budget.
This campaign won several industry awards, including a dotCOMM Platinum Award, an AAF Silver Award, and a Service Industry Advertising Gold Award.