Facebook competition

Coop is one of the food retail giants in Sweden. Vår Middag (Our Dinner) is their brand for weekly home deliveries & pick-up of ingredients + recipes. Vår middag wanted to build more awareness for their brand and grab a larger market share.

The first step for us was to create their Facebook page. To recruit fans and get initial engagement we launched a competition on Facebook. We made six videos with kids describing one meal in each video, without mentioning the name of the meal.

Each week there was a new video and the task was to guess what meal the kids were describing among the six different alternatives given.

Once you had accepted the application and submitted your answer a wall post was created.

Participants could also chose to be reminded of upcoming video questions via email or text message.

People really enjoyed the videos and the competition and spread it in their newsfeed as well as in other social media destinations.

The welcome tab was visited more than 80.000 times during the campaign period and the competition tab was visited more than 36.000 times during the same period.

We had 10.885 contributions in the competition and participants made more than 45.000 recommendations for it.

In the end, Vår Middag’s Facebook page had grown from no fans before the campaign to +14,000 fans right after.