SKIL Facebook Contest

OBJECTIVE:
SKIL Tools wanted to drive fan growth on their Facebook Page via earned media, additionally develop a SKIL summer contest to drive consumer engagement, increase brand awareness and following via the brand Facebook page.

STRATEGY:
SKIL Tools aimed to gain fans through the "What Can Your SKIL Build?" contest. To kick-off summer, drive media coverage and consumer engagement, SKIL Power Tools hosted a Facebook contest asking fans to show their SKIL. Leveraging a six week period, consumers were invited to submit photos of their best DIY projects created using SKIL Tools over a four week period for a chance to win prizes, with the fifth and sixth week being used for voting to select the winners. The contest was supported with traditional and social media outreach as well as Facebook ads to drive even greater awareness.

EXECUTION:
LACED Agency in collaboration with JSH&A Public Relations launched the contest on May 25, 2011. Consumers were invited to "Like" the page, and submit a photo of their best DIY project, created using SKIL Tools. The projects were required to be built by them, not a professional. Once the user "Liked" the page they were requested to fill out a quick and easy form, uploading their photo. The photos were saved in a database so that each entry could be judged by an internal SKIL panel of judges. Ten (10) finalists were selected by the SKIL judging panel. LACED developed a simple Adobe Flex back end to allow the SKIL panel of judges to simply select the top 10 finalists. Upon the top 10 finalists being selected the will be voted on by SKIL Facebook fans from June 27, 2011 through July 3, 2011. LACED designed and developed the voting page to allow fans to simply vote for their favorite DIY submitted project. The "VOTE" page was developed to only allow fans to vote once in a 24 hour period. LACED developed a seperate database to collect all the votes, which would determine the winner. Upon the winner being selected by SKIL Facebook fans, LACED designed and developed the "Contest Winners" page.

RESULTS:
4 weeks
120+ Entries
600+ Votes