Direct Marketing News reports on a discount voucher scheme ran by Sarah Lee, with social marketing firm SocialTwist, that generated an 81% redemption rate.
In January, Sara Lee offered consumers a $1 off coupon for Jimmy Dean D-lights breakfast sandwiches. Users were encouraged to share the offer with three or more friends in return for a coupon offering an additional $1.50 discount.
According to SocialTwist, more than 64% of visitors made the referrals and received the $2.50 off coupon, with the referral chain extending by up to an additional five referrals.
Michael McDowell, manager of shopper marketing at Sara Lee:
“At Sara Lee, we know that direct friend-to-friend referrals are highly credible because consumers know their friends personally, know their likes and dislikes, and naturally target the shared messages better than any demographics or psychographics,”
Encouraging the sharing of discount vouchers within people’s social network is designed to counter the reduction in newspaper readership (the traditional route to market for discount vouchers).
Source: Direct Marketing News — Sara Lee tests social couponing