Case study
Greggs fans write 650 Christmas Carols
Feelgood Facebook competition
To thank the Greggs fans for following us on Facebook over the last 12 months, we created a fun Christmas competition. And the prizes were something we knew they’d really, really want for Christmas - the chance to win a year’s supply of Greggs.
To drive quality engagement we decided to make the fans work for it... so we challenged them to help us create a Christmas carol for Greggs. We called the competition ‘Sing song merrily on Greggs’ and, through a bespoke Facebook tab, fans were encouraged to rewrite traditional Christmas carols - but with a Greggs the Bakers twist.
We gave fans just 2 weeks to enter and, in that time, we received over 650 fantastic entries.
After much deliberation, we chose 1 winning chorus and 5 winning verses. The 6 Greggs fans who wrote them won 52 Greggs vouchers each so they can enjoy a lunch or dinner from Greggs every week, right through 2011.
But the fun didn’t end there... next we needed to find fans to sing the Greggs Christmas carol. We presented the winning entries on Facebook and asked fans to record themselves singing one of the verses, or the chorus. Hearing our angelic fans’ attempts to sing was, without a doubt, one of the highlights of 2010.
Campaign results:
• 656 unique carols written by Greggs fans
• 1,886 new ‘Likes’ during the campaign
• 311 ‘Likes’ on the day the video was launched
• 2,272 views on YouTube
Fans whose voices were used in the final recording, were each given a £20 Greggs voucher.
You can watch the Greggs Christmas carol here.
Helen Whatley, Copywriter, STEEL, said,
Christmas is a very busy time for people - so to get such a brilliant response to this campaign was heart-warming. It just goes to show that with the right idea, that captures the imagination, people will always make time to take part. The quantity and quality of the entries was sensational.