3 selected sales promotion campaign success cases | "Effective" promotion design seen by purpose

"I conducted a campaign, but followers did not increase and it did not lead to sales"
"I want to know a way that leads to results more reliably" -- We often hear the voices of such corporate personnel.
At BEEATS, we have planned and operated many sales promotion campaigns tailored to the company's purpose and target.
We realize "effective" promotions according to the challenges of each company, such as linkage with LINE and SNS, ingenuity of application flow by generation, and design combining real and digital.
In this article, we picked up 3 campaign cases that achieved results by purpose, such as follower acquisition, purchase promotion, and middle-to-senior layer correspondence. We will specifically introduce the background and ingenuity points of each.

We often hear such voices from companies that have conducted sales promotion campaigns.
"I got a lot of applications, but it didn't lead to sales"
"The followers increased, but they left immediately"
What is common in such cases is that "flow design tailored to the purpose" is not done.

For example, if you aim to promote purchases but use a lottery format that anyone can easily participate in, many users with low purchasing motivation will gather, and results will be hard to see.
To truly produce results, "design" tailored to the campaign's purpose is indispensable.
Small differences in design, such as linkage with SNS, ingenuity in application methods, and mechanisms that combine real and digital, can create large differences in purchase rates and participation rates.

There is a clear "purpose" in a sales promotion campaign.
I want to increase followers, I want you to buy products, I want to approach new layers...
But the design that leads to results is different for each purpose.

For example,
・If you want to increase LINE friends at once, a design that lowers the participation hurdle
・If you are aiming to promote purchases, a system where only purchasers can apply
・If you want to expand participation from seniors, a combination of digital and analog
There is a "mold" that suits each, such as.

Actually, we at BEEATS have also incorporated such designs according to the challenges and aims of companies.
From here, we will introduce three success stories of sales promotion campaigns viewed by purpose.

At home appliance manufacturer Company A, they were considering measures to balance follower acquisition and sales promotion in conjunction with the launch of their official LINE account.
In response to this challenge, BEEATS proposed a "pre-purchase lottery campaign on LINE".
By setting the condition for campaign participation to "add friends" and designing it so that "cashback can be won by lottery," we significantly increased the participation rate.

As for the implementation results:
・During the campaign period, the number of LINE registrants increased to over 220,000
・17% of registrants participated in the campaign
・Furthermore, 15% of participants purchased the product and applied for a cashback

The simple condition of "adding friends" encouraged many participations, and by designing a flow that naturally leads to purchases, it became a measure with high sales promotion effects.

＜Implementation Overview＞
Campaign method: Apply by adding LINE friends (format where you can win 1st to 4th prizes)
Implementation period: Approx. 0.5 months
Prize content: Cashback
Number of applications: Approx. 39,000
Number of registrants: Approx. 222,000

At a major domestic automobile dealer, Company B, they developed a campaign targeting purchasers as a PR measure for car navigation update software.
In recent years, web applications have become mainstream, but some user segments tend to feel a sense of security with paper-based applications, so a flow design that is easy for people of all ages to participate in was required.
In response to this challenge, BEEATS proposed a three-type application support: FAX, postcard, and WEB. While being considerate of the middle-aged and older age groups, we made participation possible for a wide range of people.
It was deployed through dealers nationwide, and it has a track record of being continued for several years in the past due to its good reputation.
In addition, we responded to inquiries from dealers nationwide, and we also received high praise for our one-stop secretariat support.

<Implementation Overview>
Campaign methods Campaign for customers who purchase the updated software.
How to apply : FAX/Postcard/WEB
Implementation period Approximately 2 months
Prize contents Popular home appliances, etc.
Number of applications : Approximately 5,000 to 8,000 items
Others Dealer support is available.

At a major domestic food manufacturer, they were facing challenges such as compressing costs for analog applications and the aging of the product purchase demographic.
Therefore, designing a new application flow that reaches young people was required.
In response to this challenge, BEEATS proposed a campaign design that allows applications via both LINE and postcards. Furthermore, we also developed a Twitter (current: X) campaign during the same period and incorporated a cross-channel design to encourage inflow via SNS.

By using digital and analog together, we achieved cross-generational applications while lowering the hurdle for participation. As a result, the total number of applications combining LINE and postcards reached about 26,000, and it became a measure that balanced approach to young people and coverage of older age groups.

<Implementation Overview>
Campaign methods Purchase eligible products and submit your receipt to enter.
How to apply : LINE / Postcard
Implementation period Approximately 2 months
Prize contents : Various original goods related to food
Number of applications Approximately 26,000 responses (about half via LINE and half via postcard)
Others Simultaneous launch with a Twitter campaign to increase traffic

The three cases introduced so far had different purposes.
・Acquisition of follower count (Case 1)
・Participation promotion for the middle-aged and older (Case 2)
・Reach to a wide range of layers including young people (Case 3)

In campaign design, the purpose setting of "who do you want to do what action?" becomes the starting point like this. Then, combining application flow, prize design, and media selection is a shortcut to promotions that lead to results.

For example……
・If you want to grow your SNS account → Participation-type design with follow or share as a condition
・If you want to connect to purchases → Induce to CV by setting incentives before and after purchase
・If you want to reach a wide range of people → Lower the hurdle for participation by using digital and paper application flows together
Let's find the optimal campaign design based on this "thought organization by purpose."

"There is no novelty in the usual campaign," "I want a mechanism that raises participation motivation more"
Answering such voices is the sales promotion campaign support tool "WinGo" provided by BEEATS.

WinGo is a service that allows you to easily implement a "pre-purchase lottery campaign" where the lottery result is known before purchasing a product.
Knowing the "win" in advance attracts user interest and also leads to encouragement for purchasing behavior.
Since it can support everything from system development to application management and winning notification in a one-stop manner, it is also attractive that you can start an "effective" campaign without taking time and effort.

"I tried running a campaign but it didn't have an effect," "I have things I want to do but I don't know where to start" -- We, BEEATS, have accompanied and supported such numerous worries from planning to operation.

◆Campaign design tailored to the purpose
◆Optimization of application flow such as LINE, SNS, WEB/paper
◆One-stop support from system development, tool production, to secretariat operation

We will propose the optimal form according to the purpose and target of the sales promotion.
If you are interested, please feel free to consult with us.

*The content described in this article is based on our company's achievements and experience, and does not guarantee the same results in all cases.

Q1. Why can't a sales promotion campaign be called a success just by the "number of applications"?

A1. The reason why a sales promotion campaign cannot be called a success just by the number of applications is that if flow design tailored to the purpose is not done, it will not lead to sales or follower retention. For example, if you aim to promote purchases but use a lottery format that anyone can participate in, users with low purchase motivation will gather, making it hard to see the original results.

Q2. How should I promote purchases while increasing LINE friend registrations?

A2. A "pre-purchase lottery campaign" is effective for balancing LINE friend registration and purchase promotion. By setting friend addition as a participation condition and designing it so that you can win cash back etc. by lottery, you lower the participation hurdle. By creating a flow that naturally connects to purchase from there, high sales promotion effects can be expected.

Q3. What are the points of ingenuity to have middle-aged and older or senior groups participate in the campaign?

A3. To encourage participation from middle-aged and older or senior groups, it is important to use analog application methods such as FAX and postcards in addition to the WEB. By being considerate of the user group that feels at ease with paper-based applications and designing a flow that is easy for anyone regardless of age to participate in, you can acquire applications from a wider range of people.

Q4. What is the new campaign method "WinGo"?

A4. "WinGo" is a sales promotion campaign support tool that allows you to easily implement a "pre-purchase lottery campaign" where the lottery result is known before purchasing a product. Knowing the "win" in advance attracts user interest and encourages purchasing behavior. The point is that it can support everything from system development to application management in a one-stop manner.