redpepper Integrated Ad Agency

Perfect partnerships introduce new consumers to the brand.

When we ran a promotion to introduce Kirkland’s to new home décor shoppers, we dove straight into the heat of the action. We teamed up with two partners who shared our customer demographic – SpaFinder and Southern Living - and spread the word about our pamper-filled giveaway through their email, web, and print outlets.

The Sweepstakes

Through the Lap of Luxury Sweepstakes, visitors to MyKirklands.com entered to win a weekend getaway to one of three resort destinations, along with a gift package of spa-related products from Kirkland’s. Participants also got a bonus entry for sharing on Facebook. On top of that, everyone who registered received a coupon for their next Kirkland’s purchase, which resulted in an 11% redemption rate – our highest ever.

Dedicated Partner Emails

We crafted a separate email for SpaFinder and Southern Living subscribers, inviting these potential Kirkland’s fans to enter the sweepstakes and connect with the brand. Through our partnerships, more than 21 million potential customers were exposed to Kirkland’s during the promotion.

In-Store Experience

At Kirkland’s retail locations, store associates wore Lap of Luxury buttons and distributed 400,000 bag stuffers encouraging shoppers to enter the Lap of Luxury Sweepstakes through MyKirklands.com.

Deeper Engagement Through Facebook

For further engagement through a Facebook tie-in, fans were encouraged to upload pictures of their own Sweet Retreat. In return for sharing their pics, fans could win weekly prizes that included Kirkland’s and SpaFinder gift certificates.

Rich-Media Advertising

Wanting to ensure we fully utilized our partnership with Southern Living, we developed rich-media display ads that ran on SouthernLiving.com and invited consumers to interact inside the banner itself, as well as on the campaign microsite. With over five million impressions, we earned a click-thru rate that’s nearly double the industry average.

Sweet, sweet results

When it comes to lavish introductions, Kirkland’s outdid themselves – and it worked. Lap of Luxury reached more than 21 million potential customers – a 634% increase. More than 300,000 entries made their way into the sumptuous sweepstakes. And with an 11% redemption rate of coupons that went to every participant, a whole lot of people came into the store along the way.