Newell sought a way to grow sales over time, and get expectant mothers and their families to not only add Graco items to their baby registry, but actually encourage purchase of those items. Success will be measured by sales lift and opt-ins to CRM. Snipp created a themed punch card continuity promotion that encouraged consumers to add Graco products to their baby registry and then purchase them. Consumers reach a purchase threshold in one or multiple transactions across registries, to earn great baby swag and Graco rewards, just by submitting their registry via text by sending the keyword GRACOHELLOBABY to 811-811; email to firstname.lastname@example.org; or to a branded microsite at https://gracohellobaby.com/. The promotion is communicated via mobile ads, promoting Pins on Pinterest, Facebook, email deployments, and CRM. The program also features a list of “Graco Must-Haves” on the registry homepage, highlighting key Graco products.
Program live dates: April 1, 2018 to May 31, 2018.