10,000 free lasagnes gone in minutes. When Dafgårds launched its new luxury lasagne, the brand tested mobile coupons via social media for the first time – with Leif Mannerström as ambassador.
"We launched our new luxury lasagne, whose recipe Leif Mannerström created, in autumn 2020 and wanted as many people as possible to discover how good it is," says Matilda Ward, Head of Marketing at Dafgårds. The campaign kicked off with a TV advert during the "Idol" final, in which Mannerström urged viewers to visit Dafgårds' Instagram.
"The demand was enormous! We had put a link to the campaign page on our Instagram and also encouraged our followers on Facebook and YouTube to click through," says Matilda. The link led to a campaign page built by Clearon, where visitors could get a coupon for a free lasagne by email or text message.
"We thought it would be nice to give everyone who didn't get a lasagne on the Friday a second chance on the Sunday," says Matilda.
10,000 free lasagnes were given away on the Friday and ran out in minutes. A second round of 5,000 lasagnes the following Sunday ran out just as quickly. "It was great fun to test a new approach and see how it was received," says Matilda Ward. "Given the response, we're more than happy with the result and will definitely run similar campaigns again!"
Leif Mannerström's appearance in the TV advert created immediate attention around the launch.
A clear link from social media to a campaign page made it easy for consumers to take advantage of the offer.
By handing out a new round of coupons a few days later, more consumers who had missed the first chance were reached.
