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Rite Aid beautifies social media contests to drum up salesBy
The drugstore is sharing a series of tweets to followers prompting users to post personalized content in reference to a specific beauty subject for a chance to win a $200 beauty box. Rite Aid is hoping to become more of a trusted beauty source with the contest and is congregating users’ posts on its mobile optimized site.
“Contests and incentives are a proven tool to for prospect acquisition and marshaling consumer engagement,” said Michael Becker, managing partner at mCordis. “Social media and user generated content are proven tools for promotion, brand awareness building, generating consumer insight and the amplification of consumer engagement.”
Betting on beauty
Users on Instagram and Twitter are sharing beauty anecdotes for a chance to win $200 worth of Rite Aid beauty items. Pictures and posts must include the hashtag #RiteAidBeautySweeps to be considered and also include the brand’s official tag.
Participants must post during designated periods with specific dates and times throughout five weeks, ending on May 28 at 11:59pm. For each time period, Rite Aid shares a tweet with a new topic regarding beauty.
For instance, the latest call-to-action tweet reads “show us your glowing skin secret using #RiteAidBeautySweeps for a chance to win,” including an image with text that explains winners will be awarded with a $200 Beauty Box. Users are sharing responses such as “always wear sunscreen” and “moisturize with SPF and light foundation.
Five winners will be picked throughout the contest to win the various Beauty Boxes.
The contest helps Rite Aid secure a bigger presence in beauty. Users will be selected at random, and must post with content regarding the various topics prompted by Rite Aid.
Social media sales
Similarly, Best Buy ramped up sales of classic horror films by celebrating Friday the 13th on Twitter, pairing the social media platform’s polling feature with a mobilized curated film list for easy purchase (see more).
Kohl’s also piggybacked on the excitement surrounding the new Captain America: Civil War film and driving merchandise sales by featuring specific items in a contest on Twitter (see more).
“When you put the two together a brand like Rite Aid builds brand and produces the potential for engaging and increasing consumer understanding and engagement, all of which may lead to increased sales,” Mr. Becker said. “Brands can as coupons and other analytics tops to close the gap between the media effort and actual sales.”
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