“This was another amazing year for our Hot Tub of the Year competition. There were some spectacular set-ups and the competition was tough! Thank you to the PR team at Herd, to everyone who took the time to enter, vote and share the competition. It is great to see communities far and wide get involved!”
'Hot Tub of The Year' competition heats up revenue for Outdoor Living
Outdoor Living Hot Tubs wanted to increase their brand awareness in the local area, as well as reach a larger audience and in turn, gain more visitors to their site.
By illuminating the health benefits of hot tub use and influencing owners to enter images of their amazing hot tub installations, our PR team created a competition that would see a huge return on investment for the brand.
How we did it
We wanted to promote positive wellbeing by creating an inclusive competition with a first-class prize.
By targeting our partner’s core audience, we encouraged hot tub owners to enter images of their creative hot tub structures.
We finalised the concept by exploring consumer driven data, highlighting the increase in the searches and sales of hot tubs, due to the pandemic. We wanted to tap into the “consideration” stage of the buyer journey by sharing content that would encourage conversions.
We integrated WooBox, a competition tool that would form our landing page and entry mechanism. Our team then created captivating assets such as bespoke banner images, newsletter content and informative blog posts to pull the strategy together.
Our PR team syndicated out several press releases throughout the competition, tailoring the content to suit key categories of relevant publications. Personalised pitching is effective and key to getting your ideas across to busy journalists.
We supported the campaign with promotions across social media, using a proactive content calendar with suggested appropriate links and hashtags that would help expand our reach.
Monitoring, downloading and continuing to mould the user generated content (UGC) into branded content was crucial for the upkeep and analysis of the competition. Our hands on approach allowed us to target local press with listicles of the top 10 hot tubs in particular areas, which secured impressive press coverage.