Late 2020, MGY Estate Agents and Chartered Surveyors in Cardiff ran a festive social media promotion to support homelessness. The ‘Pass the Parcel’ campaign included organic posts on Twitter, Facebook, Instagram and LinkedIn. It was also promoted on their website and in branches for six weeks. The promotion was a runaway success and saw their social media channels attract over 1,000 new followers collectively.
The objectives of the social media promotion were to:
- raise awareness of the promotion amongst MGY customers and followers;
- encourage post sharing to increase engagement with non-followers;
- increase follower numbers across all channels;
- create positive engagements to offset the challenges customers have faced in 2020;
- underscore MGY’s position as a professional organisation; and
- leave a positive lasting impression of MGY amongst audiences to encourage future sales.
The ‘Pass the Parcel’ promotion was centred around the concept of goodwill and of paying that goodwill forward. MGY offered a £400 John Lewis voucher to one lucky winner, drawn randomly. Entry requirements were for the participant to forward the post on to friends and family members, who in turn would do the same, and so on.
The motivation to pass the post forward was not just influenced by the sizeable prize. MGY also matched the prize with an additional the £400 contribution to The Wallich – a Welsh charity targeting homelessness. Participants were also invited to donate to the charity – this was optional and not a condition of entry.
The Wallich homelessness charity also benefited both financially and through awareness from the high numbers of participants. MGY was firmly established as being both professional and committed to their local community through the CSR initiative.
The Social Media Promotion Results
An organic social media strategy was adopted to promote the campaign. Without paid media, followers were the catalyst to spread the news and pass the goodwill forward. This also meant MGY could provide additional financial support to The Wallich to help tackle homelessness. The results exceeded all goals set prior to the campaign and the winner was ecstatic with her generous prize.
“We are delighted with the success of the ‘Pass the Parcel’ giveaway, which our marketing agency Four Pin Plug proposed and ran during the festive season. Not only did we make someone’s Christmas with a £400 prize, we also increased our followers organically. We were also able to raise awareness for an incredible local charity – The Wallich. We know the importance of a home and the need to support worthy causes. And to encourage others to do the same – was a fitting way to end what was a testing year for all”.James Thomas, MGY Director
76%+ reach, 68%+ engagement
3330%+ increase in shares