LOUISVILLE, Ky. – July 27, 2011 – LEAP (LEAP), a digital advertising agency, successfully planned and executed a digital promotion sweepstakes for Sun Tan City. The ten-week “It’s Glowtime” campaign ran from Feb. to April. Mobile banner advertisements and Facebook advertisements drove users to the customized Facebook tab on the Sun Tan City Facebook page, resulting in over 3,000 entries.
Sun Tan City is an indoor tanning company with over 125 salons in eight states.
The goal of the “It’s Glowtime” campaign was to drive sales and to create awareness for the brand. LEAP runs the digital marketing campaigns including social media marketing, SEO/SEM, display advertising and email marketing programs for Sun Tan City, and this campaign was a way to extend the brand’s reach to new audience members.
“Our success with Sun Tan City’s ‘It’s Glowtime’ campaign was one part logic, one part magic. You have to make sure the right audience is seeing your message.” said Emily Carroll, Strategic Planning + Consumer Insights at LEAP.
The campaign consisted of an integrated approach across several mediums. Mobile banner ads on the AT&T network and Facebook advertising drove over 24 million impressions. The Sun Tan City Facebook page had an increase of 42 percent in the number of fans by the end of the campaign.
“The Sun Tan City social media fans are very engaged, and Sun Tan City’s social properties have blossomed into a go-to place for tanning information. We took feedback that they wanted prizes and giveaways, and bumped it up a notch. That’s why we decided to give one lucky person a year of free tanning through the campaign,” said Emily Van Winkle, Communications + PR at LEAP.
“The fans were ecstatic about it, and we had 500 entries just in the first night of the live campaign. The entries continued to roll in, driving over 3,000 entries during the length of the campaign.” said Van Winkle.
LEAP teams worked together to create the branded customized Facebook Application where the users entered the campaign, as well as the digital advertisements, which drove users to the Facebook page.
“The success of the campaign was not a fluke; it was the plan. Research and past performance told us that our audience would respond positively to the concept. We built a campaign around the consumer. It’s why we saw digital ad click-through rates over 1.2% and mobile ad click-through rates at .66%. Both were some of the best we had ever seen for digital campaigns,” said Carroll.
To read more about the campaign, please visit the LEAP blog.
LEAP is a digital agency with an integrated philosophy. LEAP helps clients engage with customers according to their own individualized relationship with the brand. Agency services include a full spectrum of strategies and executions from brand creation to campaign integration to metrics analysis. With offices in Louisville, Boston and Cincinnati, LEAP works with clients from coast to coast, including Sun Tan City, McGraw-Hill, Sutter Home, Tommy Hilfiger, Graco and Texas Roadhouse. For more information, please visit www.leapagency.com.