Home  › Social › Social Commerce
diapers

Diapers.com Launches Fun Facebook Contest for Black Friday, Cyber Monday

  |  November 18, 2010   |  Comments

E-retailer and sister site Soap.com hope a "Battle of the Brands" contest on Facebook motivates online holiday shopping next weekend.

Quidsi sites Diapers.com and Soap.com are running a CPG-oriented "Battle of the Brands" contest on Facebook during the next week to encourage sales for Black Friday through Cyber Monday. Twenty brands are pitted against each other on the pair of e-commerce sites' respective Facebook pages, asking consumers to click a "Battles" tab and vote for brands.

For instance, on Diapers.com's page visitors are implored to vote on baby clothes brands Woombie vs. Baby Halo. For Soap.com, consumers can vote on cleaning brands Method vs. Seventh Generation and cosmetic names Cover Girl vs. Maybelline. The Facebook visitors do not have to "like" Diapers.com or Soap.com to register votes. When the voting ends on Nov. 24, there will be 10 brand winners for each site with their range of products discounted 30 percent from Black Friday through Cyber Monday.

"We picked brands that we know our customers were particularly passionate about," said Sumaiya Balbale, associate director of marketing for Soap.com. "We thought it was a fun way to get them involved in the promotions with Black Friday approaching."

Balbale and her Jersey City, NJ-based team sent the e-mail lists for Diapers.com and Soap.com an HTML message for the contest yesterday. Around 350,000 recipients got a subject line copy that read: "Vote Now for Black Friday Weekend Deals – Save 30%!"

Diapers.com and Soap.com also plan to run targeted Facebook.com ads during the next week for the effort. "We are targeting both people who have 'liked' us, as well as people who fall into our demographic and psychographic base," the associate marketing director said. "We are focusing on urban areas, on women, a particular age bracket... similar to stuff we have done in the past."

Once the "Battle of the Brands" votes are tallied, Balbale and her team will send out another e-mail early Black Friday morning to let people know which brands "won" the 30 percent discount. The brands' Facebook pages (33,000 total "likers") and Twitter accounts (4,600 total followers) will also be leveraged to advertise the limited time offers in viewers' newsfeeds. Part of the overall idea, Balbale said, is to give shoppers an e-commerce alternative to the busy shopping malls and big box retailers on Thanksgiving weekend.

"It's a heightened period of stress for a lot of people," she said. "And this way, they can sit at home on their couch with their family after eating a lot of turkey and still take advantage of a lot of great deals... It's not just that we are delivering them savings, but the savings that they voted on and wanted to see. We think that adds to the level of service experience."

While Amazon purchased the Quidsi properties on Nov. 8, Balbale said that the e-retail giant's platform will not be used for Diapers.com and Soap.com holiday marketing. "Right now, we are acting as an independent subsidiary," she said. "So the marketing programs and other initiatives are still happening separate from Amazon."

Interestingly, three-month-old Soap.com has been using Groupon extensively to build its brand nationwide, marking one of the first notable e-commerce plays on the daily deals platform. And on that front, Groupon competitor Living Social ran its first-ever e-commerce brand campaign on Wednesday for PetFlow.com. The pet supplies retailer offered a $20 voucher for $10.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • SEO Specialist
      SEO Specialist (Bankrate.com) - New YorkBankrate, Inc. operates a network of personal finance related web sites for consumers.  Our sites provide...
    • Search Manager
      Search Manager (LOYAL3) - San FranciscoThe Role: We are looking for a bright, driven and personable performance-based marketer to join LOYAL3’...
    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...