Tefal

CASE STUDY
RAFFLE

Tefal Ingenio

PRODUCT

Tefal was founded in 1956 and soon became Europe’s first manufacturer of non-stick pan coatings. The company is a worldwide pioneer in marketing Teflon-coated cookware. With Ingenio, Tefal developed a cookware series that, due to its detachable handles, not only saves space, but is also very versatile.

CAMPAIGN

The campaign’s core was a raffle in which participants were able to win a private chef for one evening, among other prices. In order to call attention to the activity, the campaign was placed in different kinds of media.

GOAL

  • Maximum media coverage for Tefal Ingenio
  • Raised awareness of the cookware series and its advantages in the German market

RAFFLE

Participants were able to win the following prices:

  • First price (10x): a private chef who visits the winner at home and cooks dinner for them and nine other guests. In addition, each winner received a large Tefal Ingenio cookware set
  • Second price (20x): a three-part Tefal Ingenio pan set
  • Third price (50x): the cookbook “Meal Prep. 1x cooking – 4x lunch to go” (GU publishing house)

RESULTS

  • Raffle participants: 47.000
  • Clipping results: reach / page impressions = 17.469.000, advertisement equivalent value = 54.416 Euro
  • Cooperation with Eismann: newsletter distribution to 300.000 customers

IMPLEMENTATION CAMPAIGN

  • Concept development, planning, coordination with partners and winners
  • Acquisition and placement of chefs
  • Acquisition and coordination of the cooperation with Eismann (high-reach integration on social media and in the newsletter) and GU publishing house
  • Creation of five short videos
  • Creation of on-target social media posts for Tefal Ingenio 
  • Development of a press release and distribution to an individually curated media list 
  • Media cooperation with a print magazine: integration of the raffle and specially developed recipes 
  • Influencer marketing: accompanying posts and raffles on different blogs
  • Cooperation with Gallo Family Vineyards: the first prize winners received a range of different wines 
  • Coordination of follow-up and participant feedback
  • TEFAL INGENIO
  • ???
  • 27. October 2020

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