What did Wellington’s 40-year birthday campaign achieve?

The ask was simple

Wellington’s was turning 40. Buy two of the products named in the promotion, send a photo of the till slip, and you’re in the draw. People could scan a QR code or use WhatsApp. Brazen Labs ran it on Smartslip.ai. Nobody had to download an app.

What the numbers mean

36,283 people took part and sent 45,636 slips. There are more slips than people because some entered more than once.

41,106 slips were valid. About 9 in 10. The rest were missing the products, were outside the dates, or had already been used. That’s what you want when the vouchers have to match a real purchase.

32,221 people said the brand could contact them again. About 9 in 10 of the people who took part, and they had bought.

Checkers brought in 12,204 valid slips, more than any other store. About 3 in 10 of the valid slips. December was the big month, with 23,366 entries, just over half of the total. It started quietly and picked up when the shops got busy.

WhatsApp was busy: more than 128,000 messages, and people opened the menu 16 times on average. They came back. They didn’t send one photo and disappear.

What you’d copy

• Keep the entry short, on a phone people already use.
• Check the slip before it counts, so the prize is for a real purchase.
• Back a store that already has the traffic. Checkers did that here.
• Talk about it when people are shopping. Here that was December.
• Keep the people who said you can contact them. They bought.

These are the people, the slips, the stores and the month. There isn’t a sales-lift number in the results. The full story, told the long way, is the Wellington’s 40-year birthday campaign.