Concept: Launch a Countdown Calendar that capitalizes on the Summer of Smiles.
Objective: To pair with complementary brands and promote their new Two Minute White dental whitening kit.
Digital Campaign Index (DCI) Score: 123
Use Case: Countdown Calendar
From the second week of August through the last week of September, Luster is running a campaign that's sure to make any consumer’s frown turn upside down. Every few days, the brand releases a new prize — $4,000 worth of them in total — as part of its Summer of Smiles Sweepstakes. In exchange, the brand collects a trove of first-party data (full name, complete home address, mobile telephone number, age, and valid email address), which will make retargeting a breeze for its next campaign. And if Luster continues to execute its social strategy this well, it's sure to see similarly impressive levels of engagement and virality.
DCI Score Overview: 123
Luster's DCI score is a combination of an Engagement Score (ES) of 174 and Virality Score (VS) of 73, and, especially for a sweepstakes, it's impressively high. By understanding their demographic and generating organic hype, Luster is executing a successful campaign.
Engagement Score (ES): 174
Virality Score (VS): 73
Of all the use cases, sweepstakes tend to have the lowest levels of virality because the primary objective is to collect data. Still, it always helps to have organic hype around a campaign (especially an engaging one), which Luster generated by knowing their audience, incorporating social, and offering ten awesome prizes.
Learn more about the Wyng Digital Campaign Index here.