We had already grown Kirkland's Facebook fan base to around 60,000 fans, but it was time to take it to another level - a level of critical mass that would help us take this group from just fans of the brand to brand evangelists. We needed to gather as many new fans as possible, while continuing to drive engagement with our existing customer base.
We employed three elements to make our Cha-Ching! Facebook promotion inviting, engaging, playable repeatedly, and measurable.
A cash-based incentive to attract new fans to the brand - for every Facebook "like" that Kirkland's received, a dime was added to the cash register.
A custom Facebook game with swappable daily prizes - To keep fans coming back to Kirkland's Facebook page, we initiated a friendly swapping game, similar to Dirty Santa or White Elephant.
Shopping badges to reward fans with coupons for playing and drive store visits. - The badges, or store coupons, increased incrementally in value the more they played.Our Approach