Blog / How Pacsafe Landed 25,000 Newsletter Signups from a Video Contest (Case Study) Topics  

How Pacsafe Landed 25,000 Newsletter Signups from a Video Contest (Case Study)

In celebration of its 20th anniversary, Pacsafe wanted to do something big. They wanted to launch a contest that would not only rev interest in its anti-theft travel technology but also offer one lucky customer an all-expenses-paid trip of their dreams.

About Pacsafe

Pacsafe is the brainchild of two world travelers who, while traveling in South America, saw a bag wrapped in chicken wire to protect against theft.

Their first invention, the eXmoesh anti-theft technology, was a first in its industry. By offering peace of mind, Pacsafe sought to give people the confidence to embrace life’s adventures.

Twenty years later, Pacsafe is now a staple at REI, Walmart, and stores across the globe with a recently launched ecommerce site under its belt. Their products have expanded into urban wear, women’s bags, photography bags, and more—earning a number of awards, including the Backpacker Magazine Editor’s Choice Award and the international iF Design Award in the sport and leisure category.

Campaign Goals

  • Work with Zoomph to construct the landing page and voting site for the contest
  • Increase newsletter subscriptions to capture new leads, along with valuable first-party data
  • Leverage social and digital media to spread brand awareness

The Solution: A Two-Part Video Contest

The Pacsafe team envisioned sending one wanderlust individual on an adventure of his/her own design. They wireframed an online contest in which you could submit a video explaining where you wanted to go and why you deserved to win.

Pacsafe simply needed the mechanics and a trustworthy partner to turn their vision into a reality; they required the right tools to build a contest site, host custom forms, process video entries, and give the team flexibility in managing two phases of the competition:

  • Phase 1: Entry collection
  • Phase 2: Finalist selection and public voting

Zoomph worked closely with Pacsafe and used our contest template to build a dynamic webpage supporting both phases.

For the first phase, the site required an email to reveal full contest details. It integrated various multimedia (including a promotional video, sponsor logos, and full-screen pop-ups) and custom forms that let visitors enter the competition on the spot. For inspiration, visitors could also scroll to the bottom of the page to view a hub of other entries.
 

phase one of pacsafe video contest

 

For phase two, the webpage featured the top three finalists. Visitors could also vote onsite, at which point they’d be asked to sign up for the Pacsafe newsletter for future deals and engagement.
 

phase two of pacsafe video contest

 
All entries and votes were automatically stored in Zoomph, which offered one space for Pacsafe to store video submissions, votes, and contact data. This made exporting data and tallying votes easy. Pacsafe could also track daily engagement across its contest using Zoomph.

“After seeing the success from this year’s campaign, we’re actually thinking about doing it consistently,” said Matthew Lam, Pacsafe’s community and communications manager.

The Results

 

success metrics from pacsafes video contest

 
The ‘Be More’ contest attracted over 500,000 video views, 8,000 votes, and 25,000 newsletter signups. Sixty percent of newsletter signups fit Pacsafe’s target audience of 25 to 35-year-old young professionals.

Lam attributes part of their success with the team’s ability to engage users at the right time. For example, by nudging visitors to sign up for Pacsafe’s newsletter to see full contest details, the team was able to acquire leads with a confirmed interest in traveling.

Lam captured a valid email and country of residence for every newsletter signup. Using this information, his team is now able to tailor a drip campaign that gradually introduces leads to the Pacsafe brand and entices them to make their first purchase before combining them with their list of regular subscribers.

Beyond newsletter signups, the team earned over 300 media placements globally with a potential reach 533 million people. They also earned 156,000 social engagements—contributing to a 42% increase in year-over-year Pacsafe mentions online. Of the 90,000 people who visited the “Be More” site, 95% of were new to the brand (a “great success,” according to Lam).

“When there’s a prize that people cannot resist, and they see people actually submit their content, the community will, in turn, generate noise,” says Lam. “At the end, it is all about the authenticity coming from the user-generated content.”

Need help kick starting your digital contest? Contact us!
 

Topics:
WP_Term Object ( [term_id] => 725 [name] => Digital Marketing and Strategy [slug] => digital-marketing-strategy [term_group] => 0 [term_taxonomy_id] => 726 [taxonomy] => roles [description] => Make an impact with your brand story by gaining a deep understanding of your audiences and using intelligent social analytics to guide strategic marketing decisions. [parent] => 0 [count] => 90 [filter] => raw )
Digital Marketing & Strategy
WP_Term Object ( [term_id] => 730 [name] => Social Media Engagement Resources [slug] => social-media-engagement-resources [term_group] => 0 [term_taxonomy_id] => 731 [taxonomy] => capabilities [description] => Articles about how social media engagement can help inspire and increase meaningful connections between your audience and your brand. [parent] => 0 [count] => 62 [filter] => raw )
Activation & Engagement

Subscribe to Zoomph's Newsletter

NFL’s Recent Gamble on Fortnite: Why It Was Worth It

November 14, 2018

Fortnite has been taking the world by storm over the last year. It’s currently the most popular game to stream on Twitch. And thanks to the ability to buy character customizations, which range from $2-$20… Read More

Compare Your Customers to a Baseline in Audience Reports (New Features)

October 29, 2018

When it comes to data, nothing beats information that comes straight from the source. But until recently, surveys and focus groups were the go-to sources for this type of market research. The problem with this… Read More

5 Expert Approaches for Engaging the Right Audience on Social Media

October 11, 2018

Social media is to marketing as coffee is to your morning routine. It's no longer a question of if you're using social media, but how you're using it. Is it having the desired effect on… Read More

5 Tips for Reducing Your Instagram Stories Bounce Rate

September 17, 2018

It takes less than a second for users to skip your Instagram Stories. That hurts. Truth is, though there are 300 million Instagram users tuning into Stories every day, it can be very challenging to… Read More

All Posts