Southern retailer Belk, the nation’s largest family-owned and operated department store, attracted nearly 220,000 registrants through daily prizes and giveaways during its “Belk’s 125 Days of Prizes” campaign.
Belk partnered with mobile, social, and digital engagement provider ePrize to power the sweepstakes across a microsite, Facebook, and mobile channels. The multichannel campaign, which targeted increased customer engagement and promoted Belk’s 125th anniversary – exceeded the brand’s expectations for engagement across digital channels.
Jon Pollack, Executive Vice President of Sales Promotion, Marketing & Ecommerce for Belk, said in a press release that reaching the company’s 125th year anniversary was a “huge milestone”, and company officials launched the unique campaign to thank their valued customers.
“We were blown away with the strong engagement driven throughout the entire campaign, especially the mobile and social success,” Pollack explained. “This success will only help us moving forward, as a way to further integrate multichannel engagement in our marketing efforts.”
Sara Kowal, Vice President of Innovation at ePrize, added that it was no surprise that Belk saw increased levels of registrations and interaction throughout the campaign.
“We were impressed with the drastic shift in mobile and social engagement,” Kowal said. “We look forward to working with Belk to further establish them as mobile and social pioneers in the retail space.”
During the campaign, customers had the opportunity to win amazing vacation prizes and giveaways from some of Belk’s top designers and brands, including Michael Kors, Karen Kane, Calvin Klein, and KitchenAid. On a daily basis, prizes retailing between $500 and $6,500 were awarded.
Here are some key takeaways from the campaign:
Amount of registrations: 219,575 consumers registered for the promotion. Nearly 80% of registrants opted-in to receive updates on future promotions, offers, and other news from Belk, a rate that exceeded ePrize benchmarks.
Mobile activity: Increased mobile database for recontact -- 13.1% of registrants opted in to receive text messages sharing exclusive offers from Belk. The rate also exceeded ePrize's benchmarks for mobile opt-ins.
Social engagement: Belk accrued more followers than expected across social media platforms:
-- Pinterest followers more than doubled, increasing from 7,247 pre-launch to 15,275 post-launch.
-- Facebook registrations reached 37,775, with 12,075 of registrants referring friends. There were a total of 61,695 Facebook posts on the campaign.
-- Customer engagement: There were over two million sweepstakes entries with an average of 9.6 entries per registrant. Consumers uploaded over 24,000 photos sharing their favorite Belk memories.