Jimmy Dean wanted to solve those traditionally tough coupon problems of distribution and targeting and turned to a shareable coupon campaign. Here’s how it worked:
Basically the coupon campaign, which ran for a month, allowed online users to print off a coupon worth $1 off a 4-count pack of D-lights. However, if they chose to share the offer with three of their friends via email, Facebook Twitter or MySpace, they could score a coupon worth $2.50 off the same merchandise.
Sounds like the Huggies campaign right? So, did it work? Oh yes -
According to metrics provided by SocialTwist, in the 30 days the Jimmy Dean D-lights coupon campaign ran, more than 64% of users who came to the microsite opted to refer the coupon to their friends and get the higher rebate. Of those referrers, more than 70% of the sharing was done via email, while 27% of users shared over Facebook, and 1% each over Twitter and MySpace.
However, when it came to which channels produced the most clickthroughs from those referred friends, Facebook won out at almost 41% of shares, compared to only about 30% for email. And although it had fewer users, Twitter proved almost as effective as email in terms of driving traffic from referred friends: 29.35 of those who saw the referring tweet from someone they followed went on the click through to the microsite.
Word of mouth works best when it comes from those you know and allowing your customers to spread what’s valuable to them to each other is always important. This type of deal is still early enough that it can still be incredibly effective, so don’t wait to get on the bandwagon!