The retailer is trading a $500 shopping spree for reams of user-generated content
Cranston, R.I.–based retailer Ross-Simons is using a clever contest to drive customers to its Instagram page.
The retailer is in the midst of hosting a “Say It With Gold” photo contest—which will award a $500 shopping spree to one winner—on its Instagram page, with a link to instructions on how to enter embedded in its profile text.
Here’s how it works: Users tag photos of themselves wearing gold jewelry from Ross-Simons with #sayitwithgold and #rssweepstakesentry. Ross-Simons will repost the photos it likes best on its Instagram feed, giving would-be influencers a visibility boost. And all users who submit a photo, whether it ends up being used, will be eligible to win the $500 spree.
The retailer will choose the winner in a random drawing after the contest closes on May 27.
The social media intitiative is a slam-dunk for Ross-Simons in terms of marketing impact. It’s a low-cost, big-splash strategy that drives consumers to its Instagram feed and brand website and drums up a wealth of user-generated content that can be shared across all of its social channels—essentially at no cost to the company beyond the $500 prize.
(Photos courtesy of Ross-Simons Jewelry)