LayAway Holidays

• Layaway Holidays were about to launch a new product to the market and wanted to increase their Facebook fan base prior to the launch.
• Using the core essence of the company "Every Kiwi Deserves a Holiday", a promotion was developed that asked people to nominate a family that deserved a holiday.
• The stories were loaded to a website linked to Facebook ensuring data was captured but comments were posted on Facebook.
• The promotion was supported by radio ads, online and through PR.
• Nominations flooded in telling stories of what families had endured over a very challenging year in New Zealand.
• The voting was massive as were the numerous supportive comments for both the families and Layaway for running the promotion.
• The fan base tripled over the period of the competition.

Why it worked

• The promotion came from the very core belief of Layaway.
• Therefore it came across as real and genuine, something that women are very attuned to.
• LayAway was very open in the way they ran the competition, entering into dialogue with the fans right throughout the promotion, creating real engagement.
• They shared the crisis they faced in selecting the winner and, after getting permission, posted the email they received from the leading contender asking the prize was given to the family in second place.
• So much publicity was generated a benefactor stepped in and donated a second prize.
• The promotion created an emotional connection to the brand, which for women is the most enduring connection.