A Sweeping Success

A winning campaign about winning a new truck.

How do you thank your customers for making you the #1 brand in North America? If you’re the Knapheide Manufacturing Company, you do it by giving away a brand, new work truck and service body.

In the Knapheide Win-A-Truck sweepstakes, one lucky winner – Jason Jackson of Jackson Electric in Hardy, Ark. – not only got a new, customized work vehicle, he also was flown into Knapheide’s corporate headquarters, where he toured the manufacturing facility. He also became an unofficial Knapheide brand ambassador and something of a local celebrity.

The sweepstakes, which was launched in July 2016, consisted primarily of a digital and social campaign, supported by a video which creatively explained the sweepstakes. The sweepstakes itself was picked up by numerous trade websites and shared socially.

I just entered to win my dream truck! You should too – enter to win a new Knapheide work truck. #winatruck2016 https://t.co/qa4lHVErwg

— Peter Palumbo (@PeterPalumbo1) August 14, 2016

During the sweepstakes nine-week promotional period, Knapheide’s website experienced a 5 percent increase in overall traffic. But more importantly we were able to help Knapheide increase their marketable database by 135 percent, resulting in 18 percent of the company’s total sales leads between July and December 2016.

The most important part of the successful campaign — carefully crafted goals with a program built around a hook. The sweepstakes was also heavily supported by marketing automation, including a follow up plan for handling and nurturing new leads. In March 2017, the sweepstakes was named an Oracle Markie finalist for Best Lead Management campaign.