To end the second semester of my Social Media course, we were given a ‘Capstone Project‘. The idea was to create a social media campaign for a client. My team, the Ice-Cream Squad, was able to work for the agency the social marKit and we imagined an online campaign for Chapman’s Ice Cream.
The purpose of this campaign was to  create engaging posts for Facebook and Instagram,  build a community and  turning these new community member’s actions/engagements trackable in-store sales.
I was responsible for the creation of the social content for Facebook & Instagram.
- Barbeque Video on Facebook & Instagram
- Hootsuite Sweeptakes Contest on Facebook
- Content Samples & Content Calendar
- Final Presentation
Hootsuite Sweeptakes Contest on Facebook
On Sunday, July 16 (International Ice Cream Day), we would have announced on Facebook and Instagram a contest for Chapman’s Ice Cream followers. To be eligible for the sweepstake, the participants need to download Facebook coupons from July 16 until August 16. There is no purchase necessary. Each coupon will have a unique code to enter the contest. The main focus of this contest is inciting our target market to download our coupons and participate in the Whistler Contest. The Ice Cream Squad wants to end the social campaign with a WOW experience for the followers.
One family (2 adults and 2 children) will win a trip for 5 Days/4 Nights in Whistler Blackcomb at the expense of the company. The prize will include 5-Day Lift Tickets with admission to the ski slopes, the accommodation in a deluxe studio at Crystal Lodge & Suites, the transport from/to Vancouver airport (YVR), rental equipment for the entire family, ski or snowboard lessons for the children and the A/R flights for the entire family to Vancouver, British Colombia, if needed. We anticipated a budget of $15,000 for this trip.
Prior to the launch date, we wanted to take advantage of Facebook & Instagram stories to tease our following that something special is coming their way on Sunday, July 16 for International Ice Cream Day and they should follow up to not miss this opportunity. During the contest, we will remind the contest to our Facebook followers by using targeted Facebook Ads. The audience will have from July 16 9:00am (EST) until August 16 11:59pm (EST) to participate to the contest. And the winner will be announced on Facebook and Instagram on Wednesday, August 30 at 3:00pm (EST).
We will be using the function Hootsuite Campaign to set up the Whistler Contest on Facebook. The contest will take form of a sweepstakes, this allows us transparency since the winner will be selected randomly using Hootsuite. Sweepstake allows us to acquire emails, analyze the demographics from the participants to verify it matches our target audience and also improve our social following. The participants can either fill in the contact information (first name, last name, email address and phone number) or enter signing in with their Facebook account. They will also need to enter the coupon code showing on the coupons they downloaded between July 16, 2017 and August 16, 2017 (“Sweepstakes Period”). There will be a countdown on the page remembering how many days are left, they can directly have access to the Terms & Conditions and we can also add a “thank you” page.