PortfolioPortfolio / ONTEX: Dada – digital. “Advent Calendar” Competition 2016/2017

  • agency, konkurs, media

Dada nappies are popular hygiene products for babies and toddlers and are available in the retail chains of Biedronka and Hebe drugstores. In the two-year collaboration with this customer, after a huge success of the first edition of the Christmas competition, Biuro Podróży Reklamy agency repeated it in a modified formula.

The competition was based on the concept of an Advent calendar. The participants opened a window corresponding to a given day: from the 1st of December until Christmas Eve, and received different awards – carefully selected toys, items for parents and sets of Dada nappies.

The first edition took place in 2016. The first task, assigned to complete every day of the calendar, was: Please tell us why you are the one person who should receive the award of the day. The winner will be the author of the most creative and interesting answer.

In 2017 the formula was extended and spiced up compared to the first edition. The competition was broken down into three age categories: parents of babies up to 12 months, 1 to 2 years and above 2 years. The participants were given a different task every day, and this time not just writing but also photography. The aim of the competition was to encourage parents to play along with children also in pre-Christmas season. This way the participants could photograph such moments as decorating the Christmas tree, making gingerbread cookies, reading Christmas stories, looking for the first star to appear, and many other Christmas activities. The parents could also go back in time to their childhood memories or write about their childhood dreams. We received over a dozen thousand replies documenting playful moments spent in with family or a record of Christmas-related memories. We awarded 216 of them.

The agency produced the entire competition, including the idea, web sites, promotional material, managed the process and a help desk and the final dispatch of the awards.

Promotional activities supporting both competitions included such tools as SEM and GDN social media marketing. Digital actions covered the cooperation with influencers, sponsored blog posts with popular parenting bloggers who additionally publicised the action with dedicated posts and graphics.

During the 2017 campaign we generated:
– over 65 000 advertising interactions via Facebook or Google,
– over 3 500 000 ad displays on FB and Google,
4 sponsored blog posts with parenting bloggers using dedicated graphics,
– over 15 000 replies of participants

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