We are thrilled to have been recently awarded with an IABC Dallas Quill Award of Excellence for our Facebook sweepstakes for client GlaxoSmithKline (GSK). How did our Digital team turn motivation into movement? Well, it all began with a big idea of putting the quitters’ goals front and center, focusing on what the future holds when they succeed. Every quitter’s journey is unique, whether they are a first time quitter or a repeat quitter—and while education is important, they need support and community.
Most quitters know what nicotine replacement therapy products do, so rather than telling them they should quit, Nicorette® and NicoDerm® CQ® decided it was time to ask them. With that, the quitter was put at the center of the story instead of the product. To harness the emotional connection to quitting smoking and ignite our social community, GSK launched a “What’s Your Why?”™ Facebook Sweepstakes.
The sweepstakes encouraged smokers and aspiring quitters to share their “why” on Facebook and Twitter, providing them the chance to reflect on their personal reasons for quitting. The social media engagement results were astounding! The campaign led to a 115 percent increase in fans on the Nicorette® Facebook page and a 33 percent increase to Nicorette® and NicoDerm® CQ®’s combined Twitter following. Perhaps the best of all, over 74,000 “why” stories were shared on social. Retailers rallied around the campaign as well, with support from over 50,000 stores.
The struggle to quit isn’t just physical – it’s emotional. And the struggle to quit does not only affect the aspirant quitter, it affects everyone in their lives. The campaign results impressed us, but in the end, what really moved us was the impact that our content and efforts had on quitters. This was more than a social media campaign—it was a platform for quitters and those aspiring to quit to find support and community, get encouragement and ultimately see their “why” come to fruition.
Watch how Stephanie, a Facebook fan who shared her story with our Video team, describes her “why.”
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