Retailers Score Big with Cause-Related Campaigns and Coupon Offers
PetSmart topped the Big Movers This Week on Media Logic’s Retail Social Juice Index (RSJI) by using a “like-this-status” update on National Kid & Pet Day to get likers engaged. By asking fans to “like” a photo if they considered their pets to be four-legged children, the brand received a resounding “YES!” from more than 20,000 respondents.
An exclusive $50 Facebook coupon had loyal New York & Co. likers taking to the brand’s wall to express love and appreciation, more than doubling New York & Co.’s RSJI score — from 49 to 101!
The Pampered Chef spent a significant amount of time atop the RSJI this week, with its largest spike coming from a cause-related social promotion on Earth Day. The brand offered to donate one sustainably-made bamboo spoon to a food bank for every “like” the status updates received. More than 18,000 Pampered Chef fans liked the statuses promoting the campaign… now that’s a lot of spoon donations!
The passionate liker base of Musician’s Friend got riled up by a status saying, “This one will be interesting… The most overrated guitar player of all time is ____.” The combination of the fill-in-the-blank status and fans defending their favorite musicians kept the post active for nearly a week!
Rounding out the Big Movers This Week was Bulgari, which shared photos of stars showing off their Bulgari accessories in a Facebook album that has amassed more than 14,000 likes so far. But Bulgari wasn’t the only brand that increased fan engagement with photos — DSW stayed at the top of the RSJI rankings by sharing a wide range of photos — from newborn babies showing their shoe love to DSW employees sharing their style to store grand openings and in-store events!
Who will top the RSJI next week? Stay tuned to find out!
