For many years, MHK de Keukenspecialist has been very active at the annual building expo Batibouw. Every year, visitors can win a kitchen in collaboration with Roularta. 2016 was no exception, but this time Pubmarket! came up with an original selfie contest on Facebook. Through Facebook, Instagram, Snapchat and Pinterest, thousands of selfies are uploaded every single second. Advertising agency Pubmarket! used that cultural trend to come up with the concept: ‘Take a selfie and win a kitchen!’ On that selfie, the slogan ‘I love my kitchen’ had to be clearly visible. The selfie either had to be taken at the MHK Batibouw stand or at the end of the contest period in the MHK showrooms. That way, Pubmarket! generated traffic to both the Batibouw stand and the showrooms of the kitchen specialist. A successful case of dealer marketing!
Advertising agency Pubmarket! supported the Facebook contest with a radio campaign, online marketing, POS material and personalised adverts for the participating kitchen specialists in door-to-door papers. In just three months’ time, the two MHK Facebook pages (one in Dutch and one in French) reached more than 1,250,000 unique visitors. 80% of them – that’s more than 1,000,000!– was between 25 and 55 years old, an age when you decide to buy your first (or second) kitchen. Hundreds of participants received more than 15,000 likes throughout the selfie contest.