Creating a Buzz for Bee M.D. with an Online Photo Contest
The Challenge
- Increase brand awareness and drive online engagement for Bee M.D.’s Organic Throat Drop.
- Bee M.D. faced heavy competition in the cough drop category with well-established brands.
- Getting the attention of busy moms online, who would be willing to pay a premium for organic cough drops for their family’s during the cold and flu season.
Site page views increased 253%
The Approach
- Created an integrated online campaign inviting moms to participate in Bee M.D.’s “Honey Hunt” photo contest by sharing photos of their “Honey” with friends and family.
- The campaign utilized paid search, display advertising, social media and SEO to drive traffic to a fun and engaging website where visitors could enter the contest, upload photos and cast their vote, all while learning about the benefits of Bee M.D.’s Organic Cough Drops.
The Tactics
- Display advertising across networks and social sites helped establish awareness of the contest and drive participation.
- Social sharing was encouraged through Facebook and forums.
- Paid search helped drive site traffic and secure qualified leads for future marketing efforts.
The Results
- Overall site visits increased by 387% during the three-month campaign.
- Natural search visitors increased by 552%.
- Almost three quarters of all organic visitors (73%) were through non-branded keywords.
- Honey Hunt photo contest uploads accounted for 76% of the total site activities.
- Time on site increased 7%.
- Site Page views increased 253%.
