July 26, 2016
As the world’s largest manufacturer of high-performance, wood-alternative decking and railing, our client Trex turned to us to kick-off outdoor living season with two summer sweepstakes for its social media followers.
Leveraging Trex’s partnership with HGTV personalities Paul Lafrance and Kate Campbell – a.k.a. “The Trexperts” – LCWA successfully hosted a sweepstakes on the online design and décor community, Houzz. Followers who were participating in the “Decking with the Trexperts” sweepstakes were asked to add images of Paul and Kate’s favorite Trex decks to their own Ideabooks for the chance to win a piece of Trex Outdoor Furniture.
To keep Trex top-of-mind, we hosted weekly discussions on the Houzz Advice forum ranging on topics from favorite features in an outdoor space to what people are the most concerned about when it comes to a deck build or remodel. Participants who answered the weekly questions were awarded with extra sweepstakes entries.
Through heavy cross-promotion on Trex’s other social channels, including Facebook, Twitter and Pinterest, the “Decking with the Trexperts” sweepstakes generated more than 2,100 entries and saw a 137% increase in Houzz followers for Trex.
We continued the social momentum by launching the #YourNextDeck Pinterest sweepstakes. Entrants were asked to create a Pinterest board that featured outdoor living products that they would like to have on their next deck and also were encouraged to pin images from the Trex #YourNextDeck Sweepstakes Pinterest board to receive bonus entries. The sweepstakes ran for four weeks and generated more than 3,392 entries – more than double the participation of the same sweepstakes in 2015 – and helped to provide a generous spike in both Pinterest followers and traffic to Trex.com.