Zarbee's partnered with AKQA to create an awareness campaign for their new natural congestion relief product called Seasonal Relief. Our idea was a responsive microsite that encouraged users to sample the product and report back how it worked.
We partnered with four different charities that were complimentative to the Zarbee's brand and audience. With each "report back", Zarbee's offered to donate a dollar amount to a charity of the users choice. After a week, we were not getting as many "report backs" as we wanted and so we decided to also incentivize people with a Gift Pack, basically company swag. "Report backs" tripled in a matter of days. Customers wanted those brand water bottles and night lights! Three times more than feeding a child or sending another to summer camp.
It was a lesson for me for sure.
“Getting something is greater of an incentive than giving something.”