Work

SWEET LEAF SWEET SPOT CONTEST

Picture Your Happy Place

There's nothing wrong with friendly competition — especially if festival tix and free tea are at stake. The Sweet Leaf Sweet Spot Contest challenged tea lovers nationwide to share their best tea-oriented hydration and relaxation pics. And they did.

Try It — You'll Like It

Sweet Leaf Tea is delicious. As anyone who tastes it will tell you, it sort of takes you to your happy place. To grow, the beverage company needed to drive awareness so more people would take that first sip.

We saw that Sweet Leaf Tea's social fanbase was small, but extremely engaged and passionate about the product. We came up with a socially driven contest designed to motivate fans and get them evangelizing the tea to their friendship networks.

How It Works

Contestants are invited to upload photos that celebrate the instant refreshment and life-enhancing qualities of their favorite tea and share them with friends. Friends simply like or tweet to vote.

Grand prizes of VIP trips to Lollapalooza or ACL and a rolling sweepstakes schedule create excitement. We even convinced Sweet Leaf to throw in the chance to win a year's supply of tea to capture fan imagination and help the contest go viral.

How It Really Works

Rather than creating another voting application with a share button, we developed the contest with Facebook Open Graph API and Twitter @Anywhere API as central components. Voting is integrated into social networks without fuss.

We also used @FontFace to efficiently handle font replacement across the entire site. The result is a site that stays on-brand across all browsers without extra JavaScript or bulky images.

Getting the Word Out

While Sweet Leaf supports the contest with sweet tee shirts and other tchatckies in the real world, we got the existing fanbase talking online with blog entries, tweets and Facebook status posts.

And, to make the most of Sweet Leaf's relatively small demand generation budget, we worked with partner Strong Pages to target Facebook ads to fans of Sweet Leaf Tea, Iced Tea, Lollapalooza and Austin City Limits Music Festival. Creative was tailored to each audience for maximum impact.

A Growing Thirst

In just two weeks, Facebook fans increased by 20%, with an 87% increase over the life of the contest.

With a budget of just $4,000, we garnered 16,881,823 impressions and sent 9,198 users to the contest site. Facebook ads returned above average click through rates of .06% with upwards of .11% on targeted variations.

A total of 39,739 total unique visitors came to view 257 contest submissions. With a low bounce rate of just 6.27%, visitors stayed 2 minutes 39 seconds and viewed 4.27 pages on average.

“Facebook and Twitter are part of everyday life and we are seeing our fans interacting with us at a growing rate. We love how Springbox was able to take our engagement with friends and supporters to the next level using social platforms in an innovative and fun way.”

Charla Adams Brand Marketing Manager

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