NEW YORK--(EON: Enhanced Online News)--Flightpath, a leading creative digital agency that helps brands forge consumer connections through strategic marketing initiatives, has been the digital agency of record for Minwax® since February 2013, providing strategic advisement on social media initiatives. Minwax® has been helping do-it-yourselfers make and keep wood beautiful with its wood stains and finishes for more than 100 years.
“This is a perfect example of how to engage with an avid fan base”
Flightpath developed the cross-platform concept of the Minwax® Makeover Madness Sweepstakes that would encourage DIYers to upload photos of their wood projects finished with Minwax® products to social media sites. The Sweepstakes was hosted on Facebook, through a third-party app from Chute, that allowed users to upload their photos on Facebook or tag them with the hashtag #MinwaxMM on Instagram or Twitter and automatically be entered to win various prizes.
The Sweepstakes, which ran from mid-June through mid-July, prompted Minwax® fans to upload photos of their projects. As part of the initiative, Minwax® secured the rights to use the images on its website and other digital platforms. Project submissions during the Sweepstakes increased tenfold, compared to the number of projects posted to the Minwax® Facebook page in an average month. In addition, Minwax’s fan-base increased on all social media platforms.
“Minwax® users are passionate about DIY,” said Anna Yudina, Digital Marketing Manager, Minwax. “They undertake wood projects that they are incredibly proud of. We wanted an opportunity to reward them for choosing Minwax® but also to inspire others by showing what these folks are creating with our products. Makeover Madness achieved both of these goals and, at the same time, helped us build a tremendous library of project images that may be used across various platforms, including the brand’s web site and social media sites.”
The collection of user-generated content was so successful through this promotion that Minwax® decided to use the platform to manage its Fan of the Month contest to continue to build its image library and showcase projects from its customers.
“This is a perfect example of how to engage with an avid fan base,” said Jon Fox, President of Flightpath. “Minwax® gathered a treasure trove of wood finishing projects that can be used on its website, in marketing and advertising initiatives, and on social media. Ultimately, that’s what Minwax® customers want to see – how real people are using these products to fuel their passion.”
Flightpath is a privately held creative digital agency located in New York, New York. Flightpath applies a strategic-creative marketing plan to every client initiative, achieving results with a custom blend of core competencies, including mobile web and applications, social media services, web design and development, SEM, SEO and email marketing. Flightpath’s client work includes initiatives for major brands such as Goya Foods, Scholastic Inc. and Conde Nast Publications.
For more information, visit http://www.flightpath.com/.