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Cuisinart

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A TIMELY SOCIAL SWEEPSTAKES ​

Overview

As part of our platform management, Cuisinart tasked Magrino with creating a summertime social media contest to drive user engagement and ice cream maker awareness during #NationalIceCreamMonth in July. ​

Our Solution

Magrino designed a #SixSweetSurprises giveaway series, where users had a chance to win 1 of 6 ice cream maker prizes over a 6-week period. As this took place during COVID-19, ice cream makers were a popular item for an at-home activity. Each week beginning July 1st to kickoff #NationalIceCreamMonth, Magrino launched a giveaway on Cuisinart’s social media to feature a different ice cream maker. To help support the giveaway, Magrino also coordinated influencer partnerships with @buttermilkbysam (47.6k followers) and @ashcuoco (13.7k followers). These influencers shared ice cream content in both July and August, featuring ice cream maker prizes and directing users to enter the giveaway on Cuisinart’s channels.​

Results

Magrino garnered 15.4k total engagements and 190.2k total impressions across channels. Magrino greatly increased the engagement rates; Instagram giveaway posts yielded a 4.03% average engagement rate (as compared to 1.04% the previous month), and Facebook giveaway posts yielded a 2.86% average engagement rate (as compared to .11% the previous month). Growth across both platforms also saw significant results, with Facebook fans increasing by 22% and Instagram followers by 102%. The 2 influencer partnerships resulted in 4.6k engagements and 69.2k impressions, as well as a 3.99% average engagement rate.​

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