Using Digital Coupons to Monetize Earned, Owned, & Paid Media

Whole Grain CampaignChallengeSolutionResultsPromote trial of BarillaWhole Grain.“Try it. If youdon’t like it, wewill send you areplacement BlueBox.”• Provided Facebook audience with avolume-boosting coupon ($1/2 boxes)when they shared a coupon ($1/1 box)with two friends• In banner coupon (Test call to actionleading to website for more WholeGrain content vs. coupon)• Coupon in bannerplacements reached themax 90K coupon printsafter a blogger spread theword• In-banner couponredemption 60%• Facebook advocatecoupon had 64K prints(max limit), trackingtoward 58% redemptionrate• Facebook share couponhad 130K prints (maxlimit), tracking toward60% redemption rate15