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89 Degrees and h.h. gregg Named to Facebook Gallery

89 Degrees, a customer engagement agency that leverages data and analytically driven strategy for maximum ROI, and client h.h. gregg have been awarded a place in Facebook Gallery, Facebook's gallery of outstanding social creative ideas. Working with Indianapolis-based appliance and electronics leader h.h. gregg, 89 Degrees created a sweepstakes-supporting social campaign that more than doubled entries from the previous year and drove a huge increase in the h.h. gregg social community.

h.h. gregg kicked off its 'Win Anytime, Anywhere' sweepstakes sponsored by Sharp in October 2012, with the objectives of getting new user email sign-ups, increasing Facebook fan acquisition, generating brand awareness, and creating happy consumers. Every day in October, h.h. gregg gave away a Sharp 70” LED TV, as well as weekly $1,000 gift cards. They turned to their agency 89 Degrees to partner in making this campaign a success.

89 Degrees designed and developed a custom Facebook app where people could enter the sweepstakes, versioning this app for hhgregg.com and mobile, incenting people to increase their chances of winning by entering daily on Facebook and hhgregg.com.

h.h. gregg and GroundFloor Creative conceptualized and developed viral videos to augment this campaign, and a new video was released every day in October. The videos, which were embedded in the Facebook app, showed Sharp 70” TVs popping up 'anytime, anywhere'—from a picnic to a hot tub. By visiting the landing page for video sharing on hhgregg.com, people could receive another entry for sharing on Facebook, Twitter, Google+, etc. The videos went viral as a result, and the Win Anytime, Anywhere Sweeps began trending on Yahoo and other sites.

89 Degrees used strategically-targeted ads, including promoted posts, to attract new fans and increase contest entries. In addition, they posted two or three times a day on Facebook to promote the sweepstakes, videos, and app.

Campaign Performance

89 Degrees focuses on four key areas for social success: acquisition, engagement, commerce, and propagation/virality. This campaign touched upon all these areas. Four days into the Win Anytime, Anywhere campaign, they had collected over 120,000 new contest entries and 19,000 new fans.

Social played a crucial role in this year's campaign success —specifically, the visibility on different social platforms and the use of social ads. In 2011, social had played a very minimal role in the sweepstakes. There was not an entry point via Facebook, but it was supported by posts and some standard ad units within Facebook. There were also Tweets about the promotion, but no hash tag and no support via any other social channel at the time. By including those elements in 2012, the result was a viral explosion and many new potential fans saw teasers for the sweepstakes.

The total number of contest entries jumped from 332,075 in 2011 to 792,943 this year—almost 2.5 times as many. Facebook fans surged from 4,128 last year to 61,286 in 2012. And over 100,000 new customers joined the h.h. gregg email community, right before the critical holiday period.

Ultimately, this promotion exceeded expectations at every opportunity, with a far greater ROI than the previous year. See the full description of the campaign on Facebook Gallery at “Win Anytime, Anywhere.”

Facebook Studio

Facebook Studio is Facebook's gallery of outstanding social creative ideas from around the world, showing campaigns that helped drive business growth with Facebook. Facebook Studio celebrates the agencies and marketers that are showing what creativity can accomplish in a connected world.

About 89 Degrees

89 Degrees is an agency that specializes in customer engagement strategy and execution. Our results-oriented services combine database expertise, marketing analytics, technology integration, and creative as a means to connect consumers and brands for maximum engagement and ROI. 89 Degrees enables multi-channel success across a number of key verticals for clients including IKEA, Hyundai, World Vision, Genzyme/Sanofi and Uno Chicago Grill.

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