Steeping New Products with Fan Favourites
Blenz Coffee spread organic awareness and boosted sales for their new drink line with a visual voting contest, earning them thousands of email subscribers in segmented lists by favourite product.
GOAL: Create Awareness for Steamed Juice Teas
Excited about their new product line launch, the social media team at Blenz Coffee wanted to generate awareness about Steamed Juice Teas and encourage fans to try them out. Coffee connoisseurs can be picky and hesitant to try new things, so Blenz had to get creative.
SOLUTION: Fan Favourites Visual Voting Contest
Blenz Coffee engaged their loyal fan base with a cross-network Photo Poll, where fans could vote for their favourite Steamed Juice Tea combination. This incentivized Blenz fans to try the new drink line in store and vote for their top choice online for a chance to win a huge tea package and the honour of choosing which drink to launch in Japan. As fans voted, they explicitly authorized Blenz to contact them by email and were added to Fan CRM, which sorted them into email lists by the product they selected. Now Blenz has hundreds of new confirmed members in their Friends of Blenz email club that they can reach with targeted emails and ads that speak to their unique product preferences, not just their love for coffee.
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